The tightest link between buyer and seller
“Email is the tightest link ever forged between buyer and seller. Email is the heart beat of the internet.”
These words were delivered by Stan Rapp, 82 year old veteran of direct marketing and chairman of marketing agency Engauge, at the Email Evolution Conference in Scottsdale, Arizona earlier this year.
Stan Rapp is often credited as the pioneer of one-to-one direct marketing, and the above statement is one that should be carefully considered by anyone involved in brand marketing.
Unfortunately many organisations are not giving email marketing the limelight it deserves, and these are the same organisations that are unknowingly leaving money on the table. Some organisations have the perception that email is ‘cheap’ and subsequently fail to invest in the strategic planning and resources required to deliver their customers value and generate return. It is true that email marketing is very cost efficient, and well executed strategies are delivering returns far above those delivered by any other channel.
Email is rapidly evolving from an auxiliary marketing channel into the central brand-relationship, and direct-sales channel around which other marketing activities are being organised. Savvy marketing departments are realising this, and with the current economic situation, are reaping the cost effective benefits of investing in the channel.
Simms Jenkins recently published a brief but interesting interview with Stan Rapp at iMedia Connection titled “Why email marketing deserves more respect”. A must read for all marketers yet to realise the true value of email marketing.