Hats off to Simms Jenkins of Brightwave Marketing for his outstanding interview with the legendary Stan Rapp that appears in today’s iMedia Connection. The article, “Why Email Marketing Deserves More Respect” should be required reading for any CMO or CEO who is looking for ways to improve marketing ROI.
In 1987, Rapp introduced the business world to the concept of one-to-one marketing with his international bestseller MaxiMarketing. In his newest book, "Max-e-Marketing in the Net Future,” Stan shows how cutting-edge companies are using proven techniques like email to more effectively target, acquire, and maintain long-term relationships with valued customers.
Stan Rapp on the Importance of Email As Chairman of Engauge, Stan Rapp continues to serve as one of our industry’s most prolific catalysts for clear thinking when it comes to improving the way brands use technology to connect with consumers. Among the notable observations made by Stan Rapp about the importance of email are these:
“In today's economic turmoil the new marketing mantra is ‘show me the ROI.’ Email, at 43-to-1 return on the dollar, is the undisputed ROI leader. Get it right, and the ROI speaks for you.”
“The tightest one-to-one link you can have is a relationship in which the consumer invites you to talk to them. The beating heart of the internet is the inbox. Its pulse pounds away as each of us clicks open and sends out our hourly emails.”
“The arrival of broadband in a majority of U.S. households three years ago marked the beginning of the digital age for marketers. The value of an opt-in address reportedly is about $118 for knowledgeable marketers. Coke, for example, has more than 12 million reward program members, which it uses to gather info and deepen relationships. This means Coke has an asset worth more than $1.4 billion in its email opt-in database for MyCoke Rewards.”
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