Don’t Forget About Email, And Do It Better
By Matt Blumberg
CEO & Chairman
Over the holiday weekend Fred Wilson, venture capitalist and prominent tech blogger, had a great post titled “Don’t Forget About Email.” As a proponent of all kinds of new messaging services, Fred’s post serves to remind marketers that while hot new technologies like Twitter are great, they don’t replace the need for smart, well-executed email marketing. [Disclosure: Fred is an investor in both Twitter and Return Path.] He gives some examples of emails that he especially likes from Hype Machine and Etsy.
I’m sure you’re not surprised that we at Return Path agree that email is important. But what I think is really important for marketers to think about NOW is that the “batch and blast” strategy is really and truly dying. Sending one kind of email to millions of people is just not a recipe for success in 2009. As Fred writes, the Hype Machine email is cool because “It’s a customized auto generated email that is different for every member.”
Are you sending one email to everyone on your list? If you are, now is the time to think about what segmentation would look like for your business and what your customers and prospects really want from email. If your email response rates are eroding it is not going to help you to jump to the next hot new technology. Thinking about how your can better serve your customers — through whatever platform makes sense — is going to take you farther, faster.
About Matt Blumberg
Matt Blumberg founded Return Path in 1999 because he believed the world needed email to work better. Matt is passionate about enhancing the online relationship between email subscribers and marketers so that both sides of the equation benefit. It is with great pride that he has watched this initial creation grow to a company of more than 400 employees with the market leading brand, innovative products, and the email industry’s most renowned experts. Before Return Path, Matt ran marketing, product management, and the internet group for MovieFone, Inc. (later acquired by AOL). Prior to that he served as an associate with private equity firm General Atlantic Partners and was a consultant with Mercer Management Consulting. He holds a B.A. from Princeton University. You can learn much more about Matt by reading his email marketing and entrepreneurship blog Only Once – one of the first CEO blogs on the Internet. Last year he wrote a book, Startup CEO: A Field Guide to Scaling Up Your Business.