Sometimes improvements...aren't
Latest posts | Feed | By Mark Brownlow
It's a bit early in the week to start philosophizing* but David Baker has a valid point that's worth remembering in the light of the vendor-driven craze for ever more complicated email marketing solutions.
In his latest article, he describes one client where all the clever improvements experts can suggest did barely anything for the success of the email program. The point being that not every audience or situation needs a complicated solution.
You can't simply apply a magic advanced email marketing template and assume it works every time.
Equally, I'd add, that's no excuse for not thinking of improvements. Or to summarize in two lines:
1. Simple email marketing still works
2. Advanced email marketing works better, provided it's tailored to the needs and characteristics of the audience and sender in question.
Right, where's my cup of tea?
*I've always been tempted to write about the Zen of Email Marketing. There is no email, there is no sender...there is just the act of emailing (etc. etc.)
In his latest article, he describes one client where all the clever improvements experts can suggest did barely anything for the success of the email program. The point being that not every audience or situation needs a complicated solution.
You can't simply apply a magic advanced email marketing template and assume it works every time.
Equally, I'd add, that's no excuse for not thinking of improvements. Or to summarize in two lines:
1. Simple email marketing still works
2. Advanced email marketing works better, provided it's tailored to the needs and characteristics of the audience and sender in question.
Right, where's my cup of tea?
*I've always been tempted to write about the Zen of Email Marketing. There is no email, there is no sender...there is just the act of emailing (etc. etc.)
Permalink | November 13, 2006 |
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