Asked by Lorrain, 'I’m not allowed to tell you' agency
Answer by Sara Steinnagel, Community Manager.
Based on this question, it sounds as if your agency is simply not educated about the overall value email marketing provides. Email should be the backbone of an integrated on or offline campaign helping to build and reinforce customer relationships. What happens when the campaign is over? Do customer relationships fizzle? Why bother collecting all that permissioned data and not use it? Doesn't your agency view this as a wasted opportunity? Aren’t your clients’ customers expecting to hear from them?
According to the Direct Marketing Association’s 2011 Power of Direct report, email is bringing in $40.56 for every dollar spent on it in 2011, compared to catalogs' ROI of $7.30, search's return of $22.24, Internet display advertising's return of $19.72 and mobile's return of $10.51. Email is the most cost effective digital marketing medium there is. Granted, building a quality email program tends to be more complex than for other digital mediums, however the payoff can easily be substantiated. Convincing your account management team about the value of email marketing is a function of education. Like all educational processes, it will be slow and mastery will take time. Eventually your account team will need to garner enough confidence to pitch the client accordingly. If your account team seems reluctant to educate themselves about email marketing, just let them know that eventually their customers will find out and take their business elsewhere. More importantly, it sounds as if your agency needs an inside champion for email. Are you up for the job?