“It’s kind of crazy that the most widely used business communication tool is actually not being properly utilised as a media channel,” explains Antonio Petra, Senior Business Development Director at Rocketseed, a global provider of email media and branding solutions. “Right now, all the Digital Media channels are being squeezed. They’re being squeezed by clients in terms of performance, and costs [associated with Digital Media] are coming down.”
“The interesting thing about it is that no matter what innovation is thrown into the medium, or what new channels are developed, nothing seems to change,” he adds. “In addition, all the major operating systems are starting to block [certain media] automatically. For example, iOS will soon automatically block banner ads…”
He notes that overall, Digital Media channels are under ‘real threat’ and are widely perceived to be underperforming against business objectives.
“At Cannes this year, one of the major points that came out of the festival was that Digital Media hasn’t delivered the ROI that it always promised it would,” says Petra. “Which is why it makes it crazy that there’s this mass business communication platform, which you could use to communicate with your customers, and it’s not being properly utilised…there is no agency properly using email communication as a Digital channel.”
He points out that this concept should not be mistaken for bulk email marketing.
“Bulk email also has a low conversion rate,” notes Petra. “What we are talking about is one to one communication – and actually using every email that goes out of your business to embed communication to your customers.”
“This can be done in ways that are aesthetically pleasing, highly targeted and highly segmented,” he adds. “It is incredibly variable and it’s a great channel – it can lead your customers into any kind of journey… and you can automate it as well. We’ve seen conversion rates as high as 20% – and it’s an uncluttered space, which isn’t being blocked. So my only question is: why aren’t more businesses using this channel?”