Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

Is Email the Perfect Marketing Tool?

By John WallProducer, M Show ProductionsBlog: http://www.themshow.com

Of course not.

I’m looking at my email account right now—5,000 emails in the spam folder. If there’s anything in there that’s important, there’s no chance I’m going to see it. Spam trapped down there will never influence me in any way.

But despite email’s warts . . . it is the best marketing thing going. The results are the marketer’s fantasy. Anyone who has launched a campaign has sat in front of the monitor wasting too much time watching the percentages creep up . . . watching to see if the Champion template will continue to reign or if the new Challenger has finally stumbled upon the magical formula.

There is one thing about email that makes it stand apart from any other marketing activity (and that is a testament to the power of the medium): Every single marketer I know, and myself included, freely admits that the final click to send out an email is the most terrifying, pants-crapping moment they have ever faced in their career as a marketer. Usually when you do a print campaign, so many people have seen the blue line proofs, everyone is glad to see it crammed into a FedEx tube and sent off to the printer. Live video and audio usually have a whole crew of engineers, and most of them have fallen into a lazy habit and groove of perfection through hard won experience.

In contrast, there is the lone marketer, sitting at his desk and beginning to sweat over the last click. ...