Email Marketers Love Email

Get a couple email marketers talking about their industry, and you would think that any marketer who doesn’t do email is an idiot. According to them, nothing works better for marketing than email, and “nothing is worth doing unless it is measurable,” as moderator and Inbox Marketing exec Barry Stamos told the crowd.

Oh great! All those campaigns I’ve created, but not measured, was for nought. And all those times that I didn’t attach an email follow-up to them, well, that was just the dumbest thing I could have done.

So it was a good thing that I sat in on the session. I got to hear a number of key insights into how to make email marketing successful for me. Here are a couple of points to consider, as presented by Gina Kilby, Director of Interactive Marketing at Constant Contact:
—Get executive buy-in. Make sure the folks at the top put some money behind it.
—Go at it with strategic planning. Well, um, duh.
—Find a committed team. I personally like the Detroit Pistons.
—Choose the right tech solution.
—Constantly evaluate and refine your campaigns.

I don’t know why these steps are exclusive to successful email marketing. Seems like they’d apply to pretty much anything in our industry. Hey, they might apply to any industry at all.