Clicksharp Marketing

Email marketing has always worked very well. That’s precisely why you should make plans for new methods to engage consumers.

A lot of traditional marketers got their first taste of the digital side of their jobs in the email channel. Makes sense, right? Email has been around much longer than some of the alternative technologies, and using it day in and day out on our jobs, we’re quite comfortable with it as a mouthpiece for our business.

I know, spam is marketing. But it’s not MY kind of marketing. (Or is it?) (Photo by glynnis)

In fact, even in 2008 — with digital marketing innovations like Search Engine Marketing (SEM) and Social Media past the point of proving themselves — most people still name email as their favorite marketing channel.

If it ain’t broke, don’t fix it. But if your return on investment (ROI) begins to dive, you may be falling prey to a growing reality: information overload might become your biggest marketing challenge.

Not channel conflict. Not costs of advertising and promotion. Not the competitive environment or the regulatory challenges to new product development. No — it’s possible that your end users, more protective than ever of their inboxes, might begin to reject your go-to email marketing strategy.

With the summer approaching, a lot of businesses have a chance to let up a bit on the accelerator, and do some necessary housekeeping. Look closely at your open rates, your response rates, and please… look doubly close at your conversion rates. First, there is a cost to you in sending out 100,000 emails — not a monetary cost, but rather a potential image expense if too many people label you a spammer. But more importantly, if there is no commensurate benefit in the form of tangible action on the part of the end user, then you’ve dug an even bigger hole.

The solution? Get yourself a copy of Seth Godin’s “Permission Marketing” and see why in the information age, businesses need to make push-pull marketing decisions much more judiciously.

~~~~~

Paul Burani
Clicksharp Marketing
New York, NY

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This entry was posted on Sunday, May 25th, 2008 @ 9:12 am on the category Marketing Theory. You can follow any responses to this entry through the RSS 2.0 You can skip to the end and leave a response. Pinging is currently not allowed.


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