Great quote from Whitney Hutchinson in her latest Email Insider column:
Email marketing, as we probably all agree, is not the be-all and end-all. As David said, it’s simply one piece of the puzzle: a piece integrated with many other pieces, working together, to build a consumer experience with a brand (online or off).I totally agree! Continue reading her article here. It's well worth a couple of minutes of your time!
It’s a tactical representation of a communication that we, the marketer, want to have with our consumer. It’s not the only communication that our organization has with a consumer, and that fact requires us to adjust our thinking. In the end, it’s not about email; it’s about the customer experience and how email plays into and supports that.
So what does that mean to you and me, who are responsible for the email channel? It means that it’s time for us to step up. To challenge our organizations to think of email not as a separate silo, but as an active part of the consumer experience.
We need to work with our colleagues in media and social marketing; with our Web development teams and our offline direct marketers, and say, “Let’s build a comprehensive communication strategy. Let’s build a true eCRM program that integrates all of the channels at our disposal to maximize customer experiences and value to our organizations.”