In this article, Al DiGuido makes the point that email isn't about best practices, it's about making money.
And you know what? I think he's right. Best practices are just a means to an end. And that end goal for businesses (whether you like it or not) is acquiring new customers, retaining existing customers, and building profitable lifetime customer relationships or putting it bluntly: "making more money".
That's why he announces the formation of the EROI Council. Because: "Most of the "direct marketers" I encounter are more concerned about driving incremental sales and profits for their companies. They continue to watch the interactive channel's explosive growth and are in desperate need of real insight, case studies, and organizations that can provide them hands-on assistance to transform strategies and executions into winning efforts".
Al figures that most DMA members are struggling to figure out how to craft strategies that provide them with a competitive edge in acquiring new customers, retaining existing customers, and building profitable lifetime customer relationships. "What we really need are workshops where professionals who are knowledgeable and have track records of leveraging new media can examine marketers' specific issues and provide specific, tactical advice and direction about how to improve."
In his former position, Al met client after client who was brimming with excitement over the incredible ROI they generated and he wonders: "Shouldn't the DMA and its member committees be focused on sharing success stories and the specific tactics used to generate such a results?".
Al has a point, I think there is definitely some work to be done here and I for one would be very interested this kind of information. However, let's not forget that there is still a HUGE amount of "basic email marketing eduction" that needs to be done around the topics such as rendering, email list growth, deliverability, targeting & segmentation, relevancy...
I'm sure there is room for Al's EROI council in the market, like there is room for a "beginners" Email Marketing Summit and an "advanced" Email Insider Summit.
What's your opinion on this? Post your comments on the Email Marketer's Club forum!