Email Costs & Proper Perspective

Kevin Hillstrom of MineThatData Blog has a thought provoking blog post titled "E-Mail Marketing: Fixed And Variable Costs, And Why They Matter."

While this doesn't dive into what makes up an ideal email marketing team and program, the real takeaway is something that most email marketers could not argue with: email campaigns are not given as much attention and resources due to the notion that sending email (the actual deployment) is cheap. Therefore, teams take shortcuts or don't measure success properly or are given inappropriate staffing and budgeting resources.