Even Hillary Clinton understands the importance of email marketing in the race against Barack Obama for the Democratic nomination. In a last ditch effort, Clinton emailed undecided Superdelegates and basically begged for their vote - http://www.huffingtonpost.com/2008/05/09/clinton-supporters-send-l_n_100979.html.
Not surprisingly, most businesses are treating email marketing the same way as Clinton - as a last ditch effort to win new clients. Not a smart move, considering that email marketing has ‘an ROI of $57.25 for every dollar spent, over 150 percent greater than the ROI for non-e-mail online marketing’ (http://www.clickz.com/showPage.html?page=3623879).
Email marketing should be a key part of your marketing strategy - and one that is working concurrently with other marketing tools that you may be utilizing. I read recently on another blog ‘Adventures in Email Marketing’ (http://www.banane.com/workblog/?cat=10), in which blogger Anna Billstrom discusses email campaigns and contact frequency, that ‘if your inventory can support daily emails, do them.’ Yes, “DAILY”! Of course, this might not work for most businesses. But, the point is that email marketing campaigns should be used frequently and should be an intergral part of your overall marketing plan.
4 responses so far ↓
1 test » Blog Archive » Email Campaign ‘08 // May 30, 2008 at 11:09 am
[...] Xavier wrote an interesting post today onHere’s a quick excerptEven Hillary Clinton understands the importance of email marketing in the race against Barack Obama for the Democratic nomination. In a last ditch effort, Clinton emailed undecided Superdelegates and basically begged for their vote … Read the rest of this great post here [...]
2 My new WordPress MU Site » Blog Archive » Email Campaign ‘08 // May 30, 2008 at 11:28 am
[...] Snoff wrote an interesting post today onHere’s a quick excerptEven Hillary Clinton understands the importance of email marketing in the race against Barack Obama for the Democratic nomination. In a last ditch effort, Clinton emailed undecided Superdelegates and basically begged for their vote … [...]
3 anna // May 31, 2008 at 1:18 pm
Actually- I *don’t* support daily emails, especially political campaign blasts, UNLESS your product inventory is diverse enough, and you have an engaged, active segment (they open & click regularly on your emails). It’s just not appropriate for political campaigns. Big caveat: you have an active (opens/clicks/comments), engaged activist segment and you have double-opted them in. And in that case, one-directional email blasts are still not appropriate, and community and group threaded message boards are a better option.
4 anna // May 31, 2008 at 1:21 pm
Also- your ROI on individual emails is a metric that is constantly in flux and very contextual, and also for the commercial sector. Yes, email can have a very valuable tool, but I’ve noticed in a more appropriate (to this blog) post, “Political Spamming,” that it can be abused and alienate an otherwise responsive and valuable email list.
Leave a Comment