Today I was at the annual Email Marketing Conference of the UK’s Direct Marketing Association. There were several interesting facts revealed during the day, but several speakers echoed a single theme. They were clear that email marketing is not like other forms of direct marketing. Instead, it is much more like publishing. That means focusing on the specific needs of each target audience and then providing them with editorial that is engaging. Only then can you entice them with any offer. The speakers at the conference spoke as though this were some radical change which required strategic alteration. Yet that’s plainly not the case. Any good marketer, whether using direct mail, advertising or email, will tell you that all you need to do is provide what your audience wants, at the right time, in the right way, at the right price. In other words the “rules” for email marketing are no different to any other kind of marketing. So it’s about time the marketing industry stopped pretending otherwise.
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+