All About Email - The Last Word in Email Publishing

Tuesday, July 24, 2007

The right club

As a mad keen golfer I invested heavily in a top of the range set of clubs a few years back. So heavily that it caused the better half to murmur pointedly about expensive jewellery. A year later she (again) pointedly enquired why I was not competing with Tiger Woods. When I explained it was because I was not good enough, she acidly reminded me I had spent a small fortune on clubs. "Surely they should make you better", she said.

I was reminded of this recently when a would-be client told me they were eschewing our services (good word that) and devoting their budget to a top notch DIY email platform.
Well sure, that's their decision, but is it a really smart one?

Of course a great email platform is essential, but nowadays there are lost available, and give or take a few gimmicks, most perform the necessary functions.

But like the golf clubs, they are only as good as the person managing them.

As each and every day, email is becoming more specialist. Delivery and impact challenges are growing. Without the right level of experience and expertise, your email cannot rely upon the platform to achieve your goals.

Design, copy, and coding are just some of the basics that require human configuration for successful email.

So yes, good clubs will give you an advantage, but you still need a great golfer to get the most out of them.

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