Het horseless carriage syndrome van e-mailpublishers
E-mailmarketing is één van de meest populaire marketingtools van online marketeers. Maar toch wordt slechts 2% van de online advertising budgetten gespendeerd aan e-mail. Om deze paradox uit te leggen, maak ik graag gebruik van het horseless carriage syndroom van Marshall McLuhan. Met dank aan Stephan Fellinger(de 2 voorgaande zinnen zijn aangepast op 17 okt.)
Mensen hebben van nature de neiging nieuwe technieken in termen van de oude te zien. De eerste auto’s waren wagens zonder paarden (horseless carriages). De eerste websites waren steevast online-folders. En de eerste e-mailmarketing-acties bij bedrijven zijn nog altijd een soort digitale faxen.
Nu zijn de meeste bedrijven nog in de fase van digitale faxen blijven hangen. Daarom is het goed een onderscheid te maken tussen E-Mailpublishers en E-mailmarketeers.
E-Mailpublishers zitten per definitie op het begin van de ervaringscurve. Marketeers in deze fase houden zich bezig met het maken van een nieuwsbriefje en het samenstellen van een e-maillijst. De vragen die er spelen: Hoe kom ik aan content? Hoe kom ik aan adressen? Wat zal ik nu weer vertellen? Intern gereutel van een bedrijf dat nog aan het ‘zenden’ is.
Dezelfde marketeers kloppen eerder aan bij bestandsverhuurders, dan dat ze zelf hun opt-in lijsten vergroten. Terwijl dit huren van bestanden wat mij betreft het mooiste voorbeeld is van het horseless carriage-syndroom. Paniekvoetbal van adverteerders die met hun geschreeuw de klant niet meer weten te bereiken, en nu denken met zogenaamde ‘interactieve media’ de heilige graal gevonden te hebben. Terwijl vanuit mijn gezichtspunt maar weinig interactiefs is aan deze vorm van e-mailen.
Niets mis mee. Maar het e-mailpublishen is een fase. Een soort puberteit waar je als bedrijf doorheen moet voordat je e-mail als volwassen medium kan inzetten. De tweede groep begrijpt dat e-mail zich onderscheidt van de digitale fax. Het zijn marketeers die weten dat e-mailmarketing draait om het hele gamma van user profiling, landingpage conversie, eyetracking, persuasion architecture, flow design en uiteindelijk, server reputatie en deliverability. Bij hen draait het om geintegreerde campagnes, aanbod differentiatie, meer-traps-raketten.
Deze bedrijven zijn op weg naar Business Integrated Messaging. Daarbij is e-mail vaak zo geïntegreerd in alle klantprocessen, dat de kosten ervan niet meer onder het kopje ‘marketing-uitgaven’ vallen. Het zou mij dus niet verwonderen als het percentage uitgaven in de komende jaren nog steeds onder de 2% blijft. Het zou voor mij betekenen dat online marketeers volwassen worden.
PS: Zit je nou in de fase van Publisher en wil je meer weten over het leven van een E-mailmarketeer…. Span dan het paard niet langer achter de wagen, en kom 25 oktober naar de Marketingfacts Cursus E-mailmarketingstrategie.
Het horseless carriage syndrome is niet van Fellinger maar van Marshall McLuhan. Het plaatje dat je hier laat zien heb ik van Fellinger geleend vandaar dat ik hem destijds als bron onder het plaatje heb genoemd. Tjsa, dat krijg je als je uit andermans presentaties gaat knippen en plakken 😉
Stephan vond het al zo netjes van me dat ik vroeg of ik het mocht gebruiken. Enfin. Marshall McLuhan, jij ook bedankt!
Om nog even op het ‘horseless carriage’ syndrome terug te komen. Is het nu dat ze geen andere (lees modernere) auto konden ontwerpen of dat deze vanuit marketingoogpunt juist een koets bleef? Iets wat te vernieuwend is, verkoopt namelijk vaak niet (wat de boer niet kent, eet hij niet). Vandaar dat de eerste auto’s allerlei koetselementen hadden, om maar vooral op het bekende, de vertrouwde ervaring in te spelen van potentiele kopers. De openingszin: “Mensen hebben van nature de neiging nieuwe technieken in termen van de oude te zien” zou dan vooral op de marketingkant slaan?
gelukkig is de bornvermelding van t andere plaatje wel juist. bedankt Ewald!
Ik denk niet dat men er destijds voor gekozen heeft om vanuit marketingoogpunt een auto te ontwikkelen die er uit zag als een koets. Immers had men in die tijd een meer productgeoriënteerde visie i.p.v een marketinggeörienteerde visie. Vanaf grofweg 1950 kwam de consument meer centraal te staan.
Het horseless carriage syndrome slaat wat mij betreft dus niet alleen op de marketingkant maar meer op alles wat met technologische ontwikkeling te maken heeft.
Marshall McLuhan zou zich in zijn graf omdraaien bij het lezen van de derde zin van deze post. Ik zou het even aanpassen, Ewald (zegt de communicatiewetenschapper in mij).
@Ewald, niks mis met je bericht, maar inhoudelijk wel erg veel woorden en kreten om een boodschap te communiceren. In die zin ben ik het eens met Owen, wellicht beter om boven de kop ADVERTENTIE te zetten. Maakt het lezen van de onuitputtelijke stroom berichten op MF iets makkelijker.
@ Matthijs: ik zal marshall mcluhan even noemen. in zijn slides doet stephan dat ook, trouwens. (Overigens klopt de zin wel)
@ edwin: is altijd de moeilijkheid. ik probeer in de posting iets mee te geven waar iedereen wat aan heeft. maar wil natuurlijk ook wijzen op de marketingfacts cursus die Sander vd Blonk en ik geven over het onderwerp. Vertel mij ajb: wat had je anders gedaan als ik er ADV voor had gezet? En, had je de posting willen missen?
@ patrick. Dank je. Dit soort instrumentele tips zijn idd belangrijk. Maar zijn ook hier al tot in den treure belicht. Kijk maar eens in de rubriek e-mailmarketing.
Het artikel gaat over iets anders. Ben je het eens met mijn stellingen?
Leuk verhaal, maar het introduceren van nieuwe technologie in een ouder jasje draagt waarschijnlijk ook bij aan de acceptatie door de klant en is dus juist effectief. Vanzelfsprekend treedt er vervolgens een wederzijdse leercurve aan bij zender en klant. Ik vind het overigens interessant dat klanten platte tekst in een commerciele email betrouwbaarder vinden dan spannende look/feel.
Ik gebruik dit medium vrij weinig, omdat het niet echt aansluit op de bezoekers van mijn website. Deze lezen niet tot nooit hun mails.
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