No Respect…For Email






Written by Mark Weinstein, President and Owner

Rodney Dangerfield, the iconic comedian who passed away in 2004, was known for the catchphrase in his monologues, “I don’t get no respect!.”

The same might be said for email.  “No respect.”

With all the noise about the latest social media trends and changes, it’s difficult these days for email to get the respect it is due.  Let’s pay our respects to email.

Since email is very low-cost, it solidifies email marketing as probably the most cost-effective advertising method available today.  The results from our client’s email campaigns continue to reinforce this notion.

Certainly email beats other media from a measurability standpoint. With TV you do not know who is watching your ads and even with direct mail, you cannot be sure that your mail has been delivered, or that anyone reads it when it gets there. With email, you know within hours exactly how many of the emails have been delivered and opened, the links that were clicked on, and the parts of the email message that are working.

A well-crafted email creates action that lead to sales through other channels. These channels can be tracked. The recipient can open the email. If opened, the recipient can click on links that will take them to a landing page or website and perhaps buy something or print out a coupon and take it to a store.

In addition, we can assume there are a significant number of other non-tracked purchase actions that occur because the email left a positive advertising impression and kept the brand or store top-of-mind.

Creative use of customer or prospect data from the email database to personalize email adds to the one-to-one nature, builds stronger relationships and separates your email from competition. We do this routinely for retailers and receive impressive response and sales results.

One warning:  Since email is so cost effective the desire to contact customers and prospects with greater frequency is always present.  If you send email 2- 3 times per day and 7 days a week effectiveness will decrease and may harm the brand image.