Letter: Lower-Priced E-Mail Products Lack Sophisticated Functionality

Share this article:
I saw Mickey Alam Khan's article on 21st Century's new StickEmail product ("21st Century Backs Futuristic E-Mail," Jan. 17). Unfortunately, there are a lot of e-mail products in the low price point market (less than $1,000/month cost) that all do the same thing. I'm concerned that these products are part of the spam problem. Not because the companies that use them are spammers, but rather because they lack sophisticated functionality to help corporate marketers avoid acting like spammers.


I believe that if e-mail marketers and direct marketers in general are going to improve their image with consumers, they have to stop using cheap bulk e-mail blasters and start using next generation e-mail marketing platforms that offer visibility to customer data using "CRM-like" data modeling, e-mail frequency control features, global suppression and user preference management features.


I think it is important that DM News and its readers start to understand the different levels of e-mail marketing products. It is important to understand why StickEmail costs $75 a month and why our average customer spends more than $50,000 a year. If direct marketers are going to improve their image, they need to understand this.


Jason McNamara, CEO, Dynamics Direct Inc.


jmcnamara@dynamicsdirect.com



Share this article:
close

Next Article in Opinions

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

The Challenge of Changeable Customers

The Challenge of Changeable Customers

When it comes to behavioral targeting, I'm never surprised by the ads I'm served on my personal Mac.

Spoiled for Choice: Answers

Spoiled for Choice: Answers

Sterling Worldwide is hiring a new VP of sales and marketing. Should the CRM expert or the data person get the job? See what our readers has to say.

Peering Into the Marketing Future

Peering Into the Marketing Future

You've heard it many times before: The only constant is change. Not really. Sometimes, the only constant is stubborn resistance. This year we'll see a mix of both.