Tesco should be praised for its pro-active approach to e-mail marketing, but it’s not just about who shouts loudest. Effective e-mail marketing is more about relevance than volume.
Ultimately, relevance is the critical factor in all successful e-mail marketing campaigns, so scoring Tesco highly based on volume alone is perhaps misleading. More importantly, what did it say? To whom and when? And what was the impact?
This is the more compelling picture of e-mail marketing and its ability to create a level playing-field between companies the size of Tesco and the corner shop (should it choose to embrace e-mail-based correspondence with customers).
As long as the campaign is relevant, companies of any size can use e-mail marketing to punch above their weight and compete with bigger brands. A small, perfectly formed approach beats mass mailings every time and this is how I’d prefer to see campaigns being measured in the future.