E-mail marketing: say yes to relationships

I’m hoping that David Muir’s viewpoint on e-mail marketing was deliberately provocative rather than narrow-minded (MW last week). You know you’re not off to a good start when he describes e-mail marketing as “this electronic form of traditional direct mail”. Just like a website is an electronic form of a brochure, I guess?

David seems to understand e-mail marketing merely as a blast of e-mails to a list of people who don’t want to receive them. This isn’t the permission e-mail marketing that anyone with any experience of e-mail adheres to. It’s probably not even legal the way David describes it.

Most e-mail marketers wouldn’t see e-mail as a customer acquisition tool. Rather, e-mail marketing is about customer retention and service.

“E-mail marketing” covers newsletters, customer service e-mails and news alerts, not just outbound campaigns designed to generate sales. E-mail marketing is about relationship marketing via e-mail.

When you buy something online, you expect an e-mail confirmation, right? When you sign up for a newsletter, you expect to get interesting content delivered via e-mail? When you ask to be notified by e-mail when someone replies to your forum post, you don’t mind getting that notification? This is what e-mail marketing is. These are where the real opportunities for e-mail marketers lie. Keeping it targeted, relevant, useful and permission-based for users, while building trust, brand loyalty, awareness and response for the e-mailer.

Indeed, as these best practices are increasingly adopted, research is showing that e-mail open and response rates are at worst stable, and in most cases are actually improving.

Ashley Friedlein

Chief executive

E-consultancy

London EC1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

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