Let me suggest a modest proposal: run your email marketing program at a loss. As in, if you’re a retailer, stop worrying how much each email nets in incremental sales. As in, if you’re a B2B marketer, stop worrying about how many leads each email generates. As in, if you’re some other kind of marketer, double your email marketing budget and hang the cost.
After 10 years of articles about email marketing’s superior ROI, throwing fiscal caution to the wind seems like the worst idea since rolling coal. Naturally, I don’t suggest taking this step for its own sake. Rather, I suggest adjusting the way we evaluate email marketing to serve a purpose that serves the broader enterprise: research.
Go ahead. Rip it up.
OK, I’ve exaggerated my point of view in a shameless attempt to get your attention. However, I strongly endorse using email as an inexpensive, flexible and fast research tool. Let’s look at what you could achieve by integrating research into your email marketing.