How much longer can your business afford to ignore the potential value of the email channel?
Email is the Cinderella of modern marketing. It's the cheapest and most effective way to get your message in front of people... yet businesses continue to allocate a proportionally minute amount of resource to their email marketing campaigns.
In our opinion, any business that rectifies this all-too-common mistake automatically gives itself a massive competitive advantage.
The first law of email marketing states:
In a multi channel world, email should be the primary means by which anyone who has given you permission, visits your site, transacts with you and interacts with your brand online.
Email creates demand for products and services that simply wouldn't otherwise occur. It reaches a captive audience of consumers via a channel that does not expose them to the distractions of other competitors' messages, unlike the Google-led search environment. And it continues to be the secret source of much of the revenue that other channels take the credit for.
Email is the victim of chronic over-investment in search (both SEO and PPC), banners and other channels like affiliate programs. Given the levels of chronic under-investment in email, it's incredible that the channel generates any revenue at all. Yet the fact is that if you get your email marketing right, expensive TV ads, radio spots and direct mail all become secondary.
So if you believe as we do that email is the most cost-effective way of getting a sales message in front of a potential purchaser, then it is imperative that you maximise this golden opportunity. Until you do, you are NOT allocating your scarce resources efficiently across the channels.
