EMAIL’S STILL AS VALUABLE AS EVER; IT’S THE ‘WHY’ THAT’S CHANGED

In 03′ a new email record with as much as a first and last name not yet on the market was gold.

10 years later, email has evolved; it’s not just about a name.  It’s about what’s known about that name.

Even you’re not exempt: your name is almost certainly in a database (with your physical and email address).  But so is nearly everyone’s.

You’re a consumer just like the person next to you — regardless of the level at which you consume or your personal consumption preferences.

That means that uniquity now takes a backseat to intelligence.  And therein lies our basis for foundation along with our primary value proposition to our partners.

Consider:

There are roughly 350 million individuals (read: potential consumers) in the U.S.   Each of them is a commodity as they were in 03′ during the first email marketing ‘boom,’ but a decade in, the “why?” is of more relevance than the “who?”  It’s also worth more than ever.  It was far too broad and stereotypical even at the most magnified of levels.

It used to be edict in advertising that one obtain as many names as possible and shoot.   The “fishing with dynamite” concept was compulsory to almost any marketing plan.

At our inception, DigDev Direct had a single goal:  know more about a consumer and they’ll want to know more.

In other words, the more selectable elements available on a file, the more  valuable the file becomes as a ROI tool.

Everyone knows Jane Smith lives at 123 Main Street, but they don’t know that she’s interested in upscale cruises, frequently dines at pricy restaurants like Ruth’s Chris and is more than happy to visit a Cirque Du Soleil show when it comes to town.

Arbitrary as the example may be, this type of logic not only helped us blossom, but was the foundation for the growth of many of your favorite brokers or agents too.

That same Jane Smith you thought never leaves the house actually has kids, grandkids, several boyfriends and likes to take expensive maritime getaways.  We just happen to be the only, or one of the select few that know about it.

Multiply that thought pattern by 260MM.

If you haven’t yet, perhaps it’s time to jump ship.