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

For many brick and mortar operations, the web presents an opportunity to conduct business 24 hours a day, worldwide.

For instance, if you sell a tangible good in your store.  There is very little to prevent you from marketing the same product to the entire world by utilizing the web.  This is, of course, no revelation.  Thousands of businesses have shopping carts, or utilize eBay, Etsy, amazon or the smörgåsbord of other retailers to help sell products.

But what if your business isn’t in tangible goods.  Many firms provide expertise, training, consulting services.  These type of products are more difficult to bring to customer who is not already a client or customer.  What if these type of organizations were able to peddle their wares to the world just as a retailer?

That time is now.  Content Based Subscription models are the focus of Strategic Blend marketing services in 2010.  If your content has value, whether in a one time sale, or as a subscription based service, we can help you monetize it.

For our entertainment clients, this is an opportunity for you to start a music subscription service, or begin a “fan club” type scenario where fans reach content behind a login.

As we continue to roll out this service, we’ll use the blog to show examples of how this service can be utilized in many aspects of business.

Here’s to a successful 2010!