Confessions of an Email Marketer
March 25 2010 by Tiffany Blosser ~ View CommentsEmail marketing has been said to be a young industry, with little to no strategy behind the email blasts. For the untrained email marketer, these presumptions are correct, but according to this article, even trained email marketers make the same mistakes. The confessions in this article offer some insight into the email marketer’s world and the implications that each confession has on the industry.
Confession #1- “My bonus rests solely on how many email addresses I have in the database, and I get an accelerator bonus if I grow it by more than 50% year-over-year.”
The implication of this confession on the industry means that there is a personal financial gain for getting quantity over quality of subscribers. This only means bad things for email marketers because, although the number may be large, the marketing efforts will be wasted on unengaged subscribers.
Confession #2-“Look, I know that our email needs to be more relevant, but quite frankly I don’t have the time to even figure it out — regardless of what the bottom-line impact could be.”
Besides trying to reach the right audience with the right message, the content in the email should be relevant to the consumer and the marketer’s approach needs to be accurate in order to be successful.
Confession #3- “I’ve given up the good fight. I have told all the powers that be the implications of their email directives, and it just isn’t getting through. I don’t have it in me to fight it anymore, so I just do what they ask me to do.
This confession not only affects the email marketer, it affects the entire industry. As with many other industries, when the passion for the job is lost, the work suffers as a result. This causes the industry as a whole to suffer, in terms of reputation and innovation.
Email marketing is a young and prospering industry, and one that will only improve with the advancement of technology. The only thing guaranteed by direct advertising such as email marketing is directly reaching the intended audience. Engagement, relevancy and action are not guaranteed without a solid strategy and accuracy behind the marketing efforts.
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