Email as a revenue generator?
Email has traditionally been viewed as a cost of doing business, much like any other critical utility like electricity or water service. However, perhaps we should start viewing email as a potential source of revenue for organizations, at least for those that send significant volumes of email to customers and others.
Take large brokerage houses, for example. Some send several million emails per day to their clients to inform them of investment opportunities with the hope that their clients will invest in the recommended offerings.
I've had a couple of good conversations with ColdSpark recently, which is focusing on high volume email processing with their SparkEngine Mail Transport Platform. The company's focus is on financial services companies that need to send very large volumes of email reliably in a short amount of time. Consequently, ColdSpark views mail transport as a determinant of an organization's revenue generating capability. In the case of brokerage houses, an inability to send email in volume means that fewer customers are informed of opportunities which, in turn, leads to fewer investments by these customers.
What about this concept of viewing mail transport as a money-maker instead of just a cost of doing business? To what extent would this apply in your company?
posted by Michael D. Osterman at
4/11/2007 08:57:00 PM
2 Comments:
I think email can be a very effective revenue generator, but like anything else, your approach is the key to success. There are many sites that focus on this very topic (just google email marketing blogs) that provide useful hints and tips to receiving direct revenue through use of company newsletters and such. You can also read this article on how to provide good customer service through email. Perfecting the tips mentioned in this article will definitely lead to building a loyal customer base that will steadily add to your company's revenue.
April 16, 2007 10:53 AM
I believe that many companies view email as a revenue generator, similarly to viewing the phone as a way to generate revenue.
This is why SPAM has become such a scourge to businesses. It is like attempting to use the phone to call a client or customer only to find that you are on a party line or get a busy signal for your own phone line.
In the case of ColdSpark, does it do them any good to send out millions of emails if 90%+ are being blocked by spam filters.
Email is a revenue generator but it is getting harder.
April 19, 2007 5:55 PM
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