Friday, July 27, 2007

Email Should Seem More Sexy

We've provided a variety of web marketing services for our clients over the years and email has most often risen to the top, in terms of results, for the direct response goals of most of our small to mid-size clients. This has continued to be true right through to the present.

That's why I've been confused over why the industry discussion about email on the internet and at trade events the last few years seems overly focused on things like deliverability and rendering. While these are certainly important, other very important subjects have not often been well-addressed, including specific tactics and best practices for getting and keeping customers for the still large majority of recipients who do get their email.

Discussion of best practices and tactics that truly improved email return on investment (ROI), as well as showed how best to integrate email into the overall marketing picture, would leave it looking a lot more sexy I would think!

Al DiGuido, in his ClickZ column, has indicated he was wondering the same things. He apparently doesn't feel the DMA is adequately addressing these issues, despite its recent acquisition of the Email Experience Council. He is now planning to start an "EROI Council", which plans to take many of the topics that will most greatly improve email ROI and how it integrates into the big marketing picture.

Posted by Perry Goldschein
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