Email marketing measuring up to new challenges

Latest posts | Feed | By Mark Brownlow on April 16, 2007

In a wry twist of fate, the new innovations in online marketing seem to have given the old email warhorse a new lease of life.

Until recently, email was seen as a relatively standalone option. You sent an email to provoke a specific response...some kind of action like a purchase or download. Or you sent out a newsletter with valuable content, which kept you top of mind and reinforced the customer relationship to make such actions more likely in the future.

Now email's role is expanding. Last week saw a couple of articles on how email fits snugly into Web 2.0. And then there is the growing acceptance that email plays an important role in driving action in other channels.

Not just directly, for example by emailing a coupon redeemable offline. But also indirectly, where email is part of an overall integrated online marketing package. A point made by Whitney Hutchinson in an article today at MediaPost.

Whitney suggests you need to go beyond the obvious metrics when evaluating the value of your marketing emails. To try and grasp the positive interactions between all your online marketing efforts.

Easier said than done. But for starters, it makes sense just to remember that - as with the traditional e-newsletter - there's more to your emails than the immediate response. And every email your business sends counts towards your overall short- and long-term marketing impact.

More on strategy | Tags: email marketing, integrated online marketing

[This post brought to you by Campaigner Email Marketing]
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