Well, that’s how the panelists first explained their take on the efficacy of email marketing. They eventually acknowledged that they all still send out e-blasts, but they weren’t very enthusiastic about them as a marketing tool. Everyone talked about how art buyers and creatives spend half their day just deleting emails from their inbox without reading them because they are overwhelmed. A print piece that shows up in their stack of snail mail, on the other hand, at least guarantees that the recipient will see the image and the name.
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[…] creatives hated email blasts from Adbase and preferred a postcard with an image, here’s a recent post on the […]
We are still doing e-blasts. But we have gone back to direct mail. Since less photographers are doing direct mail, if you do it, it seems obvious that you’d have a better chance of standing out.
. . . fewer photographers. . .
What I find amusing is that I received an e-promo from Stockland Martel on 10/6/09 and 10/07/09- the first their newsletter and the second for one of the photographers. That tells me they do still see the value of doing e-promos.
I agree that a great promo can be a show stopper but it must be VERY creative and VERY special to get noticed. And that means VERY expensive. In times when people just don’t have the resources to mail something out, what should they do? I say make as minimal a list as possible and send the selected people something special. Then make sure you get it into award shows so thousands of buyers can see it.
Agency Access allows you to make a folder of names of award winners that you can target or a list of key people in your market.
I have samples of some great mailers if Rob can secure the rights from the photographer, he can post them for folks to see. Let me know.
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