The Top 10 Land Mines in E-mail Marketing
9. No customer support. Will the person who sold you the business be available to answer your questions? Who will host the post-campaign review to help improve your next campaign? Without direct-voice customer support, the value of your e-mail campaign is diminished.
10. No vendor accountability. Advertisers often are too easy on their vendors and don't hold them to ethical standards. Remember, if your campaign involves consumer abuse of any measure, it's the advertiser that's pilloried, not the e-mail firm that sent it. Can you trust your e-mail vendor to protect and maintain your brand and your reputation?
The industry is undergoing a shakeout, and vendors who aren't credible won't survive. Three things must happen to elevate the industry:
1. It must establish and use standard measurements and definitions.
2. Media buyers must purchase
services based on vendor capabilities rather than price.
3. Advertisers must demand that vendors and campaigns be certified.
David Smith is co-founder, director and chief strategist of Targit Interactive, an interactive marketing services provider based in Portsmouth, NH. He can be reached at (603) 766-8300 or via e-mail: email@example.com.