International Commerce International Marketing Internet Advertising Internet Economy Internet Media Internet Prod. Commentary Online Advert. A lot of conventional wisdom has come down the pipe about email marketing, and it seems almost everyone is an email expert. We've come to agree that email principles are based on a collection of sound concepts from the disciplines of direct marketing and customer relationship management. It's time to challenge the numerous preconceived ideas that many marketers have taken as gospel.
Email requires expertise.
Traditional agencies are pressed to claim that email, due to its theoretical similarities to offline media, is simply an extension of that media. Suddenly, to the novice eye, email marketing is just the electronic version of direct mail. The reality is that email marketing offers unique advantages that in traditional print media are not cost justifiable or are simply impossible. Most agencies are incapable of creating content cost effectively or quickly enough to meet your daily or weekly deadlines. They are often unable to handle the quick response due to their lack of systems and procedures.