Provide value, not discounts?
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Kai MacMahon tweaks the nose of traditional email marketing a little with a reminder about its potential to make a sale later, rather than sooner.
In other words, he suggests that we might have got too focused on driving direct response and need to think a little more about the long-term benefits of offering real value to the recipient.
It's always good to read this kind of article now and then as we get too engrossed with the report of the last email send. For similar sentiments, check the links and people listed in the Creed for Email Marketing.
More on email marketing strategy | Tags: email marketing, customer retention, branding
In other words, he suggests that we might have got too focused on driving direct response and need to think a little more about the long-term benefits of offering real value to the recipient.
It's always good to read this kind of article now and then as we get too engrossed with the report of the last email send. For similar sentiments, check the links and people listed in the Creed for Email Marketing.
More on email marketing strategy | Tags: email marketing, customer retention, branding
Permalink | January 31, 2007 |
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