LiveLink:
Choosing the right tool for the job

In our opinion, mass email tools (eDM) have to be used at the right time.

Often they are used arbitrarily because marketers' especially have limited options. Mass email tools are great for 1-to-Many messaging, but poor on personalization and timeliness. Simply, they can be too blunt an instrument for communicating a personalised message to the right people - at the right time.

1. 1. Mass emails are often complicated to set up and use, often poorly timed, targeted or relevent to end readers - often meaning poor response, or even worse - being consigned to the 'spam' folder from then on.
2. 2. Integration into back end CRM systems can be complicated and costly.
3. 3. Often only a few people have the access to the tools, or have the skills, time and inclination to properly utilise them.
4. 4. Brand messages and sales solutions are diluted as employees arbitralily adapt communcations materials to suit their limited communciations options.