Is Email Promotion and Marketing Really Taking Over Direct Marketing?

Tink Taylor, Business Development Director of dotMailer reacts to the up-to-the-minute National Electronic Mail Benchmarking study from the Direct Selling Association

Email elite?

The disclosure that electronic mail selling have overtaken black and white direct mail in footing of volume, according to the up-to-the-minute National Electronic Mail Benchmarking study from the Direct Selling Association, published in the Financial Times on Monday (13/08/07), did not really come up as a surprise. It makes however raise some interesting inquiries about the hereafter of direct marketing.

The same study also told us that pass on black and white direct mail goes on to increase, in malice of falling volumes, reflecting improved targeting. That is very good news for the direct selling industry as a whole. But, we necessitate to use those same rules of improved targeting and quality communicating to our electronic mail selling campaigns.

Those who go on to see electronic mail as an cheap manner to acquire a message in presence of big volumes of consumers are missing the point. We should retrieve that electronic mail supplies us with an incredibly refined selling tool, offering huge range for targeted communications, in a manner that have never been possible before.

This message is particularly of import as volumes go on to lift at an exponential function rate. The industry necessitates to concentrate on deliverability and unfastened rates to do certain that their message is actually seen – and acted upon – by consumers. To accomplish this, we necessitate to begin using the wealthiness of political campaign information that is readily available to electronic mail marketers.

By analysing the consequences of electronic mail political campaigns in real-time, sellers have got got got got the chance to understand which clients have opened the email, which associates they have clicked on and even which web pages they have viewed as a result. By acting on this data, sellers can precisely aim clients in order to actuate the behaviors we want.

Conversely, sellers necessitate to happen ways to attain those receivers who have got not responded to our electronic mails particularly as these people opted-in to have the electronic mails in the first place. By boring down into political campaign information we can happen out about the former behavioural penchants of these clients groupings – and enactment upon them.

There are small, but growing electronic mail elite, who already understand and are applying these rules and reaping the benefit. Electronic Mail really makes give us an unprecedented chance to attain the right people, with the right message, at the right time.