E-Mail Myths and Realities
Myth: E-mail is a stand-alone medium.
Reality: With few exceptions, e-mail will only be effective as part of a multi-media approach.
Myth: You don't have to integrate your e-mail and print, or e-mail and telemarketing campaigns.
Reality: Tricking people with a pre-checked-off box on your Web site doesn't translate to opt-in/permission based e-mail. Having consumers volunteer, when asked, for their e-mail address on catalog order forms, and on the telephone gives you a serious, permission based e-mail prospect.
Myth: People complain about mailbox glut, not e-mail glut.
Reality: There is so much spam, and it's increasing exponentially. It's not uncommon for people to receive literally hundreds of e-mails each day. Consumers are pleading with their ISPs to filter out spam. They're downloading freeware to accomplish this on their own.
Myth: E-mail is an easy medium.
Reality: E-mail is very tough to do well. In order to set up an internal e-mail-marketing department you need to make a significant investment in hardware, software and costly talent.
David Bancroft Avrick is president of Avrick Direct Inc. in Santa Barbara, CA. He has more than 40 years of direct marketing experience, is creator of the infomercial and wrote the famous line, "I've fallen and I can't get up." His e-mail address is email@example.com.