Here goes. My first post as the CEO and co-founder of a new interactive agency—an email-centric interactive agency.
Am I crazy?
Depends on how you look at it. Ask anyone who knows me well and they will probably say, “Yeah, Morgan’s kinda kooky.” But from a business perspective, I believe an agency focused on email marketing makes all the sense in the world.
Many in the online world have moved on to more exciting things. No doubt social media is exciting. It’s fast moving and fast growing. I love social media. I study social media. I participate in social media. We understand the critical role social media plays in marketing landscape and work with brands to bring email and social media together in powerful ways. But hundreds of social media agencies have been started in the past few years. Very few people are starting email-centric agencies and I continue to hear from marketers looking for help.
After spending the past 3 years conducting in-depth research for my former employer ExactTarget (to whom I am grateful for a great 6 year run) I’ve become increasingly convinced of two things:
1) Email is for real. It still works and it will continue to work for years to come. Why? Because consumers want brands to communicate with them through email. 93% receive permission-based email every day. Email has the potential to drive response. Done well, it has the potential to drive very profitable business.
2) The challenge with email is doing it well. On the surface, email looks easy. The equation (yes, I’m a math guy) looks like this: Send Email = Make Money. But this only works for a short while if companies aren’t delivering what consumers are looking for. Consumers want relevant content via email. Meeting that expectation can be really difficult.
Thanks to the encouragement of my wife, friends, and more than a few business contacts I have made over the past decade, I’ve decided it’s time. It’s been a dream for a while. I’m finally taking action.
I love research. I also love working with clients. Seeing them succeed makes me happy. I get satisfaction out of knowing I have helped them personally. And I get satisfaction out of helping keep irrelevant, uninspired email out of consumer’s inboxes. Consumers will continue to receive email. The question is what email they will they continue to receive? Those emails that make them feel appreciated and understood as customers.
And where Trendline Interactive has the good fortune to work with brands, that’s what they’ll get.