I seem to encounter rain in the desert. Maybe winter follows me? I’m here in Scottsdale, AZ for the Email Evolution Conference and if it wasn’t enough to fly in during a rainstorm, this morning I was greeted by frost. Why leave Minnesota!?
Anyway, day one of the EEC was a success. The panel I moderated titled: “Email Deliverability Success is a Strategy….Not a Game, and Not an Accident” was a blast, and I think well received by the audience. We had standing-room-only in a room jam-packed with marketers hoping to learn some new nuggets on optimizing their email deliverability. We focused on the 7 steps to developing an email deliverability strategy. I summarized this topic in an article eM+C a few weeks back.
Perhaps it was the opening keynote with DMA’s Ramesh Ratan, Jeanniey Mullen of Zinio and Stan Rapp, founder of Rapp Collins, that got people in the mood to hear more about the topic. Ramesh mentioned DMA data that showed email was the only item that wasn’t cut or reduced from marketers' budget plans for 2009. Planned spending is flat from '08 to '09 at $700MM. Plus, Jeanniey mentioned that “Deliverability is still the most important technical element of a successful email, and that 70% of the “best practices” from 2006 are now wrong.” How’s that for a cool, dynamic industry!?
Stan went on to deliver the most compelling case for email marketing I have ever witnessed in his keynote titled, “It’s the e-Conomy Stupid.” For me, it was something about the fact that Stan brings an amazing history and objectivity to the topic. And, Stan is convinced. In his words, “Email is the tightest link ever forged between buyer and seller. Email is the heart beat of the internet. Emailers: you don’t know how good you are.”
Why all the praise? Stan knows the ad business. Ad’s just don’t work as well any longer, but email works REALLY well, with an ROI far ahead of other channels. He cited the misallocation of ad spend that continues on Madison Avenue and big brands which dedicate over $185 billion in annual advertising budgets, yet dedicate only $1 billion to email.
I agree. To me the disconnect is shocking – maybe criminal. The ROI of email is the highest of all marketing vehicles, yet it only gets 1/185th of the spend. Let’s go people. Let’s take back Madison Avenue!
Anyway, day one of the EEC was a success. The panel I moderated titled: “Email Deliverability Success is a Strategy….Not a Game, and Not an Accident” was a blast, and I think well received by the audience. We had standing-room-only in a room jam-packed with marketers hoping to learn some new nuggets on optimizing their email deliverability. We focused on the 7 steps to developing an email deliverability strategy. I summarized this topic in an article eM+C a few weeks back.
Perhaps it was the opening keynote with DMA’s Ramesh Ratan, Jeanniey Mullen of Zinio and Stan Rapp, founder of Rapp Collins, that got people in the mood to hear more about the topic. Ramesh mentioned DMA data that showed email was the only item that wasn’t cut or reduced from marketers' budget plans for 2009. Planned spending is flat from '08 to '09 at $700MM. Plus, Jeanniey mentioned that “Deliverability is still the most important technical element of a successful email, and that 70% of the “best practices” from 2006 are now wrong.” How’s that for a cool, dynamic industry!?
Stan went on to deliver the most compelling case for email marketing I have ever witnessed in his keynote titled, “It’s the e-Conomy Stupid.” For me, it was something about the fact that Stan brings an amazing history and objectivity to the topic. And, Stan is convinced. In his words, “Email is the tightest link ever forged between buyer and seller. Email is the heart beat of the internet. Emailers: you don’t know how good you are.”
Why all the praise? Stan knows the ad business. Ad’s just don’t work as well any longer, but email works REALLY well, with an ROI far ahead of other channels. He cited the misallocation of ad spend that continues on Madison Avenue and big brands which dedicate over $185 billion in annual advertising budgets, yet dedicate only $1 billion to email.
I agree. To me the disconnect is shocking – maybe criminal. The ROI of email is the highest of all marketing vehicles, yet it only gets 1/185th of the spend. Let’s go people. Let’s take back Madison Avenue!
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