The Value of an email address
I was asked today if I have ever given any thought to the “value of an email address”. I thought about it long and hard and I am still thinking about it. However, one thing that I can say about this is that the value of the email address is only as good as how you take care of it.
You can have 100 million email address and not have a formal email strategy and blow it. Consequently, you can have 1000 and they would outperform the 100 million in terms of ROEI (return on email investment) because you send them relevant content at the right time.
I think the value of an email address depends on the organization and what you do with. However, whether you sell software, lawn tractors or shoes, you need to ensure that you captivate your audience by giving them a choice of what they want to see. Remember…..you are not in control with what you should send them…the email address should be able to tell you….and you better damm well listen.
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The value of an email address depends on the value of the communication. If you have the email address of buyers and decision makers but send them garbled messages with little or no calls to action, the email address is worthless.
A more appropriate question, “What is the value of the message I send to email addresses?”