There are now two “general” types of email marketing tactics available to businesses of all shapes and sizes. Below is a short summary of both types:
The “old” way”: these are what we refer to as campaign or newsletter providers. The Constant Contacts and Exact Targets of the world. They provide a service where users can upload a list and “broadcast” their marketing message to that list. These are often email blasts consisting of promotional offers or newsletters, or both. In many cases, these messages come from an email address that the recipient cannot reply to. Further and most importantly, these messages almost ALWAYS appear in your inbox with a RED X where the images are supposed to be. Why? These images are hosted offline and the requested action to “download images” is the only way they can track if the email was opened.
The “new” way: WrapMail on the other hand focuses on the everyday external email traffic from every employee within an organization and “wraps” those messages with a graphically enhanced border that is linked back to the corporate website. The WrapMail technology embeds the images in the email so there are NEVER any RED Xs when wrapped emails are received. The WrapMail solution focuses on emails that are being sent between people that know each other or are expecting to receive the email. Therefore, these emails have a 100% open rate. Further, data shows that roughly 10% of all wrapped emails are clicked upon, which means website traffic increases by that same factor. The WrapMail solution can be looked at as quality vs. quantity. You can broadcast your corporate marketing message to a massive list or narrowcast your message with every external corporate email.
Dave Kustin – EVP, Marketing