Email Marketing is Not a Commodity Business

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As my friends gather at this years Email Evolution Conference hosted by the Email Experience Council, I would like share some snippets of what one shouldn't be doing.

Marketers are striving real hard to connect with consumers through multiple digital channels. The consumer is most willing to share their email id with the business. The expected tradeoff from the consumer is privacy, trust, and value.

The email marketer certainly understands the value of the email id. The challenge presented is the misperception by others (within the organization) about the true value of this digital connection.

Here are some first hand stories –

An esteemed multi-channel marketing consultant told a major B2C retailer that the email id is a mere commodity and suggest that they not worry about this aspect of their business. This business has invested heavily in their future – email is now less than 5% of their overall marketing budget.

Many trade organizations are actively selling workshops on effective email marketing. They are hosting panels, publishing whitepapers, and selling consulting to engage email marketers. Unfortunately, they do little to heed their own curriculum and their deeds are a prescription for worst practices.

A major telecommunications institution strongly believes that email is just a passing fad and had created the office of a temporary email-marketing manager. This lack of focus has resulted in a revolving door, a lack of commitment to the consumer, and higher than normal paper statements! Guess what? Their latest email marketing manager resigned two weeks ago.

A financial institution is a firm believer of the email marketing process. They are absolutely thrilled about the opportunity to email to drive dramatic ROI. It used to cost them 85 cents for promotional paper mailers. Their fully loaded cost for email marketing through a digital design agency is five cents per email. Guess what, they feel that even if they put out 15 email marketing messages in one month, it only amounts to 75 cents! You can only imagine the ill will they are creating with their consumers.

A major trade services organization hosts learning events – in person and over the web. They use email to promote their events and stay in touch with their consumers. Their CEO told his team, ‘Who gives a s*** about the email program. We can use anything to connect to the end user!’ Their outsourced email marketing program drives 99.4% deliverability, 76% opens, 59% click through! How would you like to work for this CEO?

There is a science to this process. It takes time to attain good deliverability and even more time to create an engaged following. Respect your program, adhere to best practices, and give your email-marketing manager a raise.