Email - The Most Accountable Marketing Going?

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...communicating with your prospects and clients. There are several billing models out there but delivery costs are almost always measured in fractions of pennies. Fractions of pennies! What other marketing channel will provide a message to your intended targets for such a small outlay? Compare that cost to sending a letter, making a call or booking a print advert. I struggle to understand why people would spend money on this without first investing in email.


Are you making the most of email?

So email is the most accountable, cost effective form of...

...marketing. It can perfectly complement all your other marketing channels and so everyone is making the most of it - right? Unfortunately not, because it is so cheap people don't invest the time and energy that they should. If you were paying £5k to put an advert into a newspaper you would probably have it reviewed by a number of people - you'd pore over the proofs for hours. Conversely with email you are far more likely to send it to countless thousands of people without thoroughly checking it first. All too often the landing page is the homepage, the sales teams aren't aware of the latest email offer or some other marketing faux pas.

Other challenges facing email is a lack of commitment from senior decision makers, who still see it as spam (just show them the ROI figures to change their view), and of course the prevalence of actual spam. Email marketing is not direct mail with free stamps, but it can and should be the centrepiece of any accountable, cost-effective marketing plan.


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