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B2BM
April 2009
22
Cover story
WHAT DOES THE FUTURE HOLD FOR
EMAIL
MARKETING?
With threats from inbox overload, spam and image blocking,
how must email evolve to retain its place as the key B2B
marketing medium? And how should it be used to
maximise its effectiveness? Lucy Fisher reports
mail remains an alluring practice is to ensure opt-in, whilst opinion
E
prospect for marketers, for is divided as to if and when the law will
reasons such as cost and follow suit.
speed. Yet rapidly filling The Information Commissioner, Richard
inboxes mean that badly Thomas, has said he has no plans to
targeted communications can change the current regime, despite
be an annoyance for pressure from Europe. However, the The consumer data blunders of recent
recipients. Email may be appointment of a new Information months have also served as a trigger for
cheap and relatively easy to track, but Commissioner, the ASA’s director-general, many to go beyond the letter of the law in
skimping on the investment of time and Christopher Graham, could signal a new order to differentiate themselves from the
planning makes it more likely your regulatory approach, when Thomas retires competition.
campaign will end up rejected by spam later this year. Email marketing specialist Pure, for
filters or ignored. example, has decided to position itself as a
Fortunately, the discipline is maturing. best practice provider. “We recently
Marketers have learned a number of changed our policy,” explains managing
lessons when it comes to the success of director Marc Munier. “Although there’s no
email campaigns, not least the fact that the legal requirement for B2B opt-in, people
days of ‘batch and blast’ are over. don’t tolerate it when it’s not, and you may
“Leave mass mailing behind or you’ll get detected as a spammer. It’s not about
turn people off,” says Andrew Stout, viewing email as a cheap channel, as a
managing director at digital agency form of direct mail with free stamps.”
Dolphin. “You now get more junk-style
information in your inbox than through 2. Content is king
your letterbox – because it’s more cost- If marketers choose to develop a fully opt-
effective than mail.”
“Look past opens,
in database, the creation of valuable
Here are five ways that marketers can
safeguard the future of their email activity.
bounces and clicks, and
content is a good place to start. This is
something that all B2B marketers should
consider which metrics
be good at – after all, it takes a lot of
1. Opt-in is the best option information to sell a multi-million pound
Experts agree that it’s wise to bear in mind
can be turned into actions”
server system.
the fact that current UK legislation, which Edward Weatherall, managing director
allows B2B email marketing to be carried
Stuart Wheldon, director of client services,
of agency Concep, says that property firm
out on an opt-out basis, could change. Best Eloqua Cushman & Wakefield is an example of a
B2BM APRIL 09 – www.b2bm.biz
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