E-mail marketing isn’t an open and shut case

I was surprised by some of the views expressed in your article about ISPs adopting measures to block unwanted e-mails (MW May 12).

Neither e-mail, nor any form of direct marketing for that matter, is the exact science that was implied in the article. Issues of not accepting cookies, blocking images and so on have always existed in e-mail marketing, yet the medium remains significantly more measurable and accountable than offline marketing.

Although figures of open rates are useful and would be limited by this development, the real test of an e-mail is the response and conversion rate,

and to measure whether the clients’ campaign objective was met, which ultimately should be to report the whole user experience as a result of the e-mail.

How many companies determine this just by measuring an open rate? I hope exceptionally few.

So the logical starting point for analysis will shift to an individual’s arrival at a site, through to conversion: measures that are not affected by the mentioned changes.

To say the growth of e-mail marketing has been almost exclusively down to transparency and the ability to calculate return on investment is too simplistic a statement and argument. The speed of campaign turnaround and delivery, low entry cost, ability to personalise the content and the quality of behavioural, media and transactional data against which to segment are just some of the other reasons why E-consultancy predicts that the UK e-mail marketing industry’s revenues are set to rise by at least 25 per cent in 2005 (MW May 19).

E-mail marketing is here to stay. The only real change is that people who used to just measure “simplistic” metrics are now going to have to roll up their sleeves and work harder and smarter.

Garry Lee

Head of client services

RedEye International

London WC1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here