Magazine article Marketing


Magazine article Marketing


Article excerpt

Don't take e-mail for granted

Dela Quist, chief executive, Alchemy Worx, London EC1

Laura Mazur and Winston Fletcher seem to be bullish about the future of e-mail and have correctly identified that recipients who have opted in are likely to be highly responsive. I would like to add that we should not become complacent.

In November 1997, Excite, where I was director of European sales, had an average click rate across its European network of around 4%. Today average banner click rates are well under 0.5%. Perhaps click rates have fallen because consumers have come to realise that unless the banner happens to be for a product they want badly, or they have at least 15 minutes to spare, there is no point clicking on the banner. I fear something similar may occur with e-mail.

How long can we expect recipients to be eager to open them if all they consist of is uncritical product 'news' and 'special offers' that are often bettered on the high street?

E-mail is a one-to-one medium with the potential - with the help of customer relationship management tools - to revolutionise marketing. Yet most marketers tend to focus on tried-and-tested broadcast and direct marketing techniques.

It is often overlooked that an offer that achieves a 10% 'success' rate actually failed 90% of the people it was sent to.

Any firm with a fully opted-in e-mail database is in a position to build and maintain high quality communications channels with its customers that are exclusive to it. Mailings need to contain valuable content and relevant offers to keep this exclusive channel open.

How many marketers are aware that, backed by data protection legislation, the opt-out customer prevents the owner of the mailing list from ever approaching them electronically again?

So why is there so little emphasis on non-commercial content of the quality to keep the customer opted in?

How long will it be before the limited approach to marketing online begins to turn off consumers? If that happens, e-mail marketing could go the way of banner ads, as consumers opt out for good.

It's time to question TV'S relationship with advertising agencies

Phil Georgiadis, partner, Walker Media, London W1

Mike Parker from Channel 4 was quite rightly making the case that client contact helps to sell the benefits of television (Marketing, October 18). …

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