The Email Wars

I came across this copy on a email marketing agency site that I had never heard of before. What caused me to want to share this was the fact that so many ESPs and Email Marketing Agencies put the copy out there that makes it sound like ANYONE and EVERYONE with a pulse and a wallet should be driving email campaigns. In my opinion this couldn’t be farther from the truth. 

When we make it so easy for everyone we actually do ourselves an injustice. Not us, but the whole industry. Sure there are many email solutions that you can start up with a credit card, but most people need some knowledge around what they are doing and how it is best done. When we just give people the bullets it can cause more bad than good. 

Most of these points are valid but the fact that they discredit the value in a good system and a solid plan makes me cringe. Maybe these ESPs and email agencies need to focus on an on boarding program of education in order to have happy customers and even happier recipients. 

Here is what they said below.

Why Email Marketing? 

1. It’s Inexpensive: Email marketing is an affordable way to stretch a tight marketing budget -and whose isn’t these days? Unlike direct mail, there is virtually no production, material or postage expense. Email marketing is 20 times more cost effective than direct mail, and can cost as little as fractions of a penny per email.

2. It’s Effective: Email marketing enables you to proactively communicate with your existing customers and prospects instead of passively waiting for them to return to your website or storefront. It is a highly effective way to increase sales, drive site or store traffic, and develop loyalty.

3. It’s Immediate: Email marketing generates an immediate response. The call to action is clear: “Click here to take advantage of this offer”, or “to learn more about this service”. Initial campaign response generally occurs within 48 hours of the time the email campaign is sent.

4. It’s Targeted: You can easily segment your lists using a variety of criteria or interest groups so that your promotions go to the individuals most likely to respond to your offer.

5. It’s Easy: PRODUCT NAME provides marketing products for small and medium businesses. It includes professional HTML/Text differentiation, list segmentation and targeting capabilities, as well as, automatic tracking and reporting. So, you are free to concentrate on your unique message.