Email Marketing, why its part of the solution…not THE solution
A well phrased rebuttal to a recent blog entry over at Midem.net
The original article can be read here.
Below is a comment, emailed to us from a client:
The average email marketing campaign has an open rate of (generously) 30-40%. I agree that the email list is important, but in this day and age it’s also important to have a strategy outside of an email database (social networks, PR involvement, artist actively pushing traffic at shows and in interviews)
I respect the success of Amanda Palmer, but also realize that she has ~400,000 followers on twitter… she was extremely active pushing followers to buy her album. And extremely active in promoting her digital presence in interviews and public appearances.
It’s a coordinated effort, not just email. I think that’s really important to remember. Email is a dying marketing tool, because the use of that channel has become extremely watered down by other brands trying to accomplish the same thing as the artist.
If you’re looking to put together a coordinated effort, utilizing all that the web has to offer look to a professional marketing firm dealing with artists and entertainment to direct your campaign. (might I suggest a company we went with http://www.strategicblend.com)
An offer that includes analytics, demographic information, and a full out assault on getting the message out to your fanbase.
I’m certainly not saying email isn’t important, but it has to be a cog in the machine, it isn’t the machine itself.
I couldn’t agree with this more. Furthermore, it’s important to understand that digital campaigns have to be sincere to the artist. I really appreciate Emily White (the author of the original blog)’s comment that “It is crucial that the artist has input in the mailer.” The artist must be involved, be active, and be plugged in. If you aren’t working with an artist that is willing to promote themselves digitally, don’t invest a great deal of your marketing efforts on the digital facet of your strategy… period!
If you’re going to utilize a digital strategy, make sure it’s comprehensive! We’ll be happy to help
One Response to “Email Marketing, why its part of the solution…not THE solution”
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E mail promotion is becoming a tricky and highly potent internet marketing program. It is my opinion the same items which make it fantastic include the factors that cause it to possess countless issues. It really is perhaps the single most noteworthy advertising approach to come in the marketplace in the past 30 yrs. I merely would like that individuals would certainly work by using it in such a way that it could not result in a lot of troubles. I have a pal that does massive scale email marketing advertisments and he still says it is the most practical sort of marketing accessible if undertaken the right way.