Dig deeper into those numbers for email love

Latest posts | Feed | By Mark Brownlow on July 31, 2007

There's no denying that email is sometimes regarded as the runt of the online marketing litter. What Jeanne Jennings has called the "overlooked stepchild." According to fairytale and myth, the industry has two possible fates.

Choose the right footwear and marry the prince, or
develop a hunchback, skulk in dark corners and frighten old women with tales of purple pills and evil stock schemes.

Time will tell. But Kevin Hillstrom is proving a fairy godmother with his considered appreciation of the role email marketing plays in a multichannel environment.

His latest post examines a typical set of results for an email campaign. Unimpressive on the surface, a closer look reveals the value that email brings to the business.

That said, Kevin's premise is that the future value of email is not in mimicking the direct sales function of channels like the catalog, but in complementing business success as a whole through creative and intelligent relationship and brand building.

Fascinating stuff as always, even if I don't always understand the math.

More on statistics | Tags: email marketing metrics

[This post brought to you by Campaigner Email Marketing]
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