[Re: Loose Cannon: RFM and E-Mail Make for Strange Barfellows, DIRECT Newsline, February 3, 2003]:
Your bar stool-sitting conversationalist noting that, “[marketers] send out e-mail as if they were putting flyers on windshields…” is what is driving e-mail legislation and taxation for us all–consumers and commerce alike.
I wonder how soon this will really take to happen? My guess is the next president and Congress will start the wheels rolling with some serious tax that will be put toward some higher purpose and then it all begins in earnest.
I think applying traditional measures to e-mail, as you noted, will only happen when the cost to send e-mail rises to approximate other media.
I could never navigate the word “negligible” with a few fingers of Kentucky’s best. You’re the better man.
John Galavan
Development
Seattle Publishing Inc.
Gutenberg Publishing Systems
Seattle
Great work.
I am a direct marketer with 25 years of experience. E-mail is new, but here are a couple of my beliefs.
*Segmentation is still important for sales. As a male golfer, I would much rather receive a golf offer than receive a sports jog-bra offer, which has happened in the past.
*Segmentation is still important in the not ticking people off category. Let’s send offers the customer wants to receive, not ones that we want to send.
Mike Roberts
Vice President of Marketing Services
CMS
St. Paul, MN
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