If you’re a direct or dig­i­tal mar­keter, you’re prob­a­bly no stranger to email mar­ket­ing. You’re also prob­a­bly very much aware of the costs asso­ci­ated with using email to reach your cus­tomers.  Email mar­ket­ing firms have long relied on email CPM (cost per thou­sand emails sent) to price the value of their ser­vices to the mar­ket­ing orga­ni­za­tion. And in a push-based world where one size fits all, CPM did its job. It was sim­ple and based on a crit­i­cal, and often times flawed assump­tion: that email vol­ume was directly pro­por­tional to effec­tive­ness.  

We’ve real­ized that up until now mar­keters have been held hostage by email CPM. They are in effect pay­ing to talk to their own cus­tomers. After all, CPM is the main cost dri­ver for this indus­try, and at a time when sin­gle chan­nel, push-based mar­ket­ing was the norm, email CPM worked just fine. But increas­ingly, it is an anachro­nism in a world that is rapidly headed towards cross-channel orches­tra­tion. I started writ­ing about cross-channel mar­ket­ing back in 2009 when I led the Cus­tomer Intel­li­gence prac­tice at For­rester Research.  It’s now been more than four years, and mar­keters still have way too many hur­dles in deliv­er­ing a truly con­sis­tent cross-channel expe­ri­ence. We want to remove the road­blocks and help mar­keters get there faster.

Today, Adobe announced a new approach that will help mar­keters embrace cross-channel mar­ket­ing once and for all.  Start­ing in Jan­u­ary, we are chang­ing the way brands will be charged for com­mu­ni­cat­ing with their cus­tomers.  We will no longer rely on email CPM or for that mat­ter any chan­nel mes­sag­ing costs. Instead of CPM, we will charge based on the cus­tomer pro­files that mar­keters have in their database.

No longer will mar­keters have to worry about email vol­umes, and asso­ci­ated over­ages, and penal­ties related with mar­ket­ing com­mu­ni­ca­tions. We want mar­keters to do what­ever is right by their cus­tomers. If this means send­ing them more email then they should be able to do that. But if this means reduc­ing email and amp­ing up mobile and social mes­sages, well that’s fine too. We want mar­keters to use all the chan­nels at their dis­posal to deliver com­pelling, per­son­al­ized mar­ket­ing mes­sages, offers, and experiences.

Cus­tomer pro­files pro­vide invalu­able infor­ma­tion on end-consumers, includ­ing their pref­er­ences, behav­iors, atti­tudes, and value.  This new approach allows mar­keters to not only look at whether email is the right vehi­cle to reach their cus­tomers, but to try new chan­nels (social, mobile, etc.) and scale mar­ket­ing efforts to do what is right for their cus­tomers and the busi­ness. This is about free­dom and flex­i­bil­ity. Essen­tially, by eval­u­at­ing mul­ti­ple chan­nels mar­keters can pick and choose the mix that best serves their cus­tomers and their busi­ness objectives.

Only Adobe Cam­paign offers this flex­i­bil­ity.  As a world-class, cross-channel cam­paign man­age­ment solu­tion, Adobe Cam­paign enables mar­keters to har­nesses the intel­li­gence of an inte­grated cus­tomer pro­file to build mean­ing­ful rela­tion­ships with their cus­tomers, deliver rel­e­vant offers and mes­sages, and orches­trate great expe­ri­ences. And Adobe Cam­paign is the only solu­tion that lets you scale email, direct mail, social, and mobile com­mu­ni­ca­tions with­out wor­ry­ing about your Cost Per Message.

Want to learn more? Please turn to our press release with addi­tional information.

What are your thoughts?