Why good email costs more…supposedly
The thrust of why good email costs more, so the article goes, is because of data. You need to have an analytic data mart, you need to have an analytics team, you need to have a marketing database. Right, I don’t disagree. However, it’s not necessarily the cost of these things, but how marketers go about implementing them. Everything is separate, it’s scattered all over the place. And it’s a pain. I was chatting with a friend at a web analytics firm. They have a great product recommendation capability. The client wants it. Unfortunately, the client’s Email Service Provider wants $50,000.00 for the integration. Get out the check book.
The real problem
Ask interactive marketers (with a bit of a technical bent) to design the ideal operational infrastructure for interactive marketing. It’s a safe bet that they would not design the fragmented platforms, integration, and processes that are found in over 99% of the companies that do online marketing today.
I’m painting with a fairly broad brush here, but whether it’s poor site personalization, or crappy email, it’s this fragmentation that’s driving the inefficiencies and undo cost. That’s the problem. And we shouldn’t expect marketers to perpetuate it by asking them to spend more. We should fix it. So they can get good email for the same price or less.
Email the author with your comments, or post one below. email@example.com