Why Email Still Rocks!
When it’s against old school mail, TV and print
Just when you thought SPAM was taking over the world and people would default to Facebook and Twitter messaging, here comes Harvard Business proving to marketers(and regular folk who are interested in this sorta stuff) that email still rocks!
Argument here is that email is measurable and is a strong outlet to encourage the same behaviour as the other mediums. Email is also a favourable return on investment. Mailings, TV and print, don’t give the best bang for buck in most cases as the costs to orchestrate and execute on those mediums verse sales generated are low when compared to good old email.
I agree, but then there are other things you have to factor in. Sure, sales is almost always number one priority, but what about brand building? You can get the initial sale short term but how are you building the brand long term to get sales in the future?
It’s all about touch points and even though email may drive the same behaviours as the other mediums, it’s not a customers only way in ‘buying’ into a brand or company.
Link to the article can be found here.
Which reminds me, I have to catch up on some email.