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Email Marketing Buyer's Guide

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Subject:  Email Marketing Buyer's Guide
Author:   Darwin Peltan:   view profile | all posts by this author | add to favourites
Date:   17:58:28 27 November 2003
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Russell

I totally agree with the points you make about the unreliability of rich media emails. However to focus on whether or not to use rich media because of it’s reliability is perhaps the wrong issue. A far more relevant question is why use rich media in the first place?

Is it because it genuinely provides value to the recipient, or is it (as is too often the case) because the ability to deliver an advert straight to recipient’s inboxes is too tempting to resist. Email is more personal than any other medium (except perhaps SMS) and users will resent anything that feels like a hard sell.

By all means use rich media if it genuinely delivers content that users want. However don’t jeopardise the long-term goal of creating an ongoing relationship with each recipient for a temporary jump in response rates.

The only way to build a sustainable email strategy is to put the relationship between the sender and the recipient at the core of everything you do.
 
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  • Email Marketing Buyer's Guide, Russell , 18 Nov 16:26
    Hi Ashley, Another quality resource. Well done! :) I have a few points about Rich Media & Email... (For those of you that have not yet downloaded the guide, Rich Media e ...
    • Email Marketing Buyer's Guide, Darwin Peltan, 27 Nov 17:58
      Russell I totally agree with the points you make about the unreliability of rich media emails. However to focus on whether or not to use rich media because of it’s reliability i ...
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