A Website might seem the client’s new media answer but e-mail can work
very well. Edited by Mairi Clark
Is e-mail a better marketing tool than a Website?
Humble e-mail has some great advantages over a Website but can eat up
resources, depending on how much automation there is in the response
mechanism. If used in the right way, e-mail can be a more personal
medium than the Web and can be used for the delivery of quite large
pieces of information that wouldn’t be tolerable on a Web page.
Although e-mail is currently a largely non-graphic environment, this is
set to change. The latest Netscape browsers have e-mail capability that
includes much of the graphic functionality of a Web page. I think this
will continue so that for marketers, e-mail will become a very viable
information delivery mechanism, allowing the posting of complex graphics
and even multi-media brochures.
Paul Syrysko Stream firstname.lastname@example.org
E-mail is a brilliant marketing application - but marketers have become
hypnotised by the Web merely because it looks a bit like advertising.
The Net is about relationships, not advertising, and e-mail is a
relationship tool. It’s cheap, convenient, personal and direct, used by
millions more people than the Web. But it’s an opportunity marketers are
missing. I’ve e-mailed hundreds of companies and have received scant
feedback - even though I’ve expressed interest in a particular product
and a willingness to be e-mailed. It’s shameful. Make your e-mail
address as ubiquitous as your phone number and answer the damn messages.
Russell Davies Leo Burnett email@example.com
Finding effective media solutions would be a cinch, if each medium was
measurably ‘better’ or ‘worse’ than another. But in reality, having a
Website is like hosting a party. You invited everyone, or so you
thought, but time’s getting on and no-one’s arrived. You’ve spent a
fortune on food, drink, decorations and music, but you’re left agonising
as to whether your guests were lured by a better offer, or if they even
recall your address. With e-mail, you’re gatecrashing the party next
door. It’s practically free, you know exactly who everyone is, and your
presence is tolerated. Somebody might even be attracted by your sheer
nerve. Your personality will dictate which of these actions is more
Andrew McIntosh Abbott Mead Vickers BBDO firstname.lastname@example.org
For most clients, the promotion of an engaging Website, rather than just
an e-mail address, is likely to be vastly more beneficial. We want to
encourage a relationship with consumers and then, having got their
attention, provide them with the chance to communicate with us. Just
promoting your e-mail address is a bit like just putting up an 0800
number on TV without an ad backing it. We have to seduce the consumer
into a relationship and, provided the e-mail facility is readily
available, you can handle the volume of mail, and you have a compelling
Website, it seems a bit of a no-brainer to me.
Charlie Dobres Lowe Howard-Spink email@example.com