ZinMarketing Inc. is coming up on its 5 year anniversary and it got me to thinking what was the reason I felt there was a need for a quality email marketing agency?
Going back to 2008 I had a pretty good foundation in Internet marketing. I had already worked with about 75 professionals and companies helping them with their websites–doing market research, SEO, PPC, email marketing, improving conversions, creating long sales copy, content, and defining or tweaking their business models.
I was working in a company that was renowned for it’s training and coaching and every week I had a different client ask me if we knew someone that could just do the work for them. They just wanted to hire someone.
All I had to do was pick one specialty because they asked about all of them.
At the time I wanted to open a marketing agency and thought it would be best to specialize in one online marketing discipline… but which one?
After lots of walking around thinking time, and a bit of analysis here’s the primary reasons I picked email marketing as the ONE discipline to focus on.
1. Couldn’t find a lot of experts or books on the topic.
2. Email marketing involves direct response marketing principles. Proven and effective.
3. Room for creative in campaign creation.
4. Room for creative in email design
5. Lot’s of data to work with. Campaign results, open rates, click rates, sales conversion numbers all presented.
6. No hard core programming required. ESP’s do it all.
7. Immediate satisfaction. Run and campaign and you know whether it worked or not.
Finally, I had to think to myself what’s the long term viability of email marketing. This was before the days of social media marketing and in the middle of the SEO boom.
Even then, there were people who felt that email had reached its zenith and would soon lose its effectiveness.
I’m happy to report, that after 5 years email is not only still going strong but now is starting to become a key cornerstone of ANY type of campaign. It can play a roll in supporting direct mail strategies, trade show strategies, social media strategies, you name it.
It’s wise to have email marketing in your corner… and hope your competitors haven’t mastered it first.
