iMedia Connection: The State of DR E-Mail

This article does a good job of outlining the issues surrounding email markeitng, discussing where it should fit into the overal marketing mix, and suggesting ways in which it should be used.

So maybe e-mail isnít just a direct response medium. Perhaps it can provide the continuity and relationship development that so many marketers are looking for to keep their brands top of mind.

1. Basic ñ Announcement Driven (one-off, promotional content, offer-focused, reach based)

2. Content ñ Accentuation Driven (ongoing program, generic content, response-focused, reach based)

3. Customized ñ Value Driven (integrated with all marketing channels, specialized content, relationship focused, impact based)

4. Personalized ñ Relationship Driven (long-term investment, one-to-one content, relationship focused, impact focused).