Wired-Up chats to Tom Wass, CEO and President International of
Tequila Worldwide, about E-mail Marketing.


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Tom's message to e-mail marketers everywhere is simple: e-mail is a
godsend for marketers - cheap, efficient, targetable and excellent at
one-to-one communication - but stop, look, listen and think before you
act.


Wired-Up: Where is e-mail marketing right now?

TW: The e-mail marketing world has moved on. E-mail marketing today is
not a baby but a toddler - but will it turn out to be a thug or a genius?
How the industry behaves now will shape the future of the market.

Wired-Up: What issues came out of the recent Marketing Week e-mail
conference that you chaired?

TW: The main issue was "Opt-in or Opt-out" e-mail. On which basis should
companies gather data? This is a debate that is ongoing not only between
companies but between industry organisations. Another issue was that of
selling data. There is a feeling that companies that gather client data
should not be allowed to sell it on to just anyone.

Wired-Up: Does e-mail marketing face any looming problems?

TW: The same mistakes that happened with direct marketing are occurring
with e-mail marketing. Bad copywriting and companies that chuck out e-
mail in great volumes are seriously annoying potential customers. The
industry needs sensible self-regulation.

Wired-Up: What cost savings can companies expect with e-mail marketing?

TW: Currently direct marketing costs around 25-30 pence per item,
compared to less than 5 pence per e-mail item, but the important issue is
making e-mail effective. I would rather spend 15 pence on an e-mail item
if there was more chance of a sale.

Wired-Up: Finally, what does the future hold for e-mail marketing?

TW: If we all behave responsibly then e-mail can be very powerful to
create real-time dialogue with customers and generate good, reliable CRM.
If we don't, we will end up with a dead discipline where customers delete
companies' e-mails without a second thought.


A bit about Tom:
Tom Wass launched Tequila in 1992. It is now one of the world's leading
Direct Marketing and Sales Promotion companies. He has developed an
internet division that is fully integrated into the core of the agency to
deliver what he refers to as "Offline-Online-Inline" marketing.

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