I was recently asked this question during a press interview.  Good one!  Let me at ‘em!

I’d say, “Step up, Sir.  You’re sitting on a gold mine here.  Email is the highest return digital channel, but you are spending too little in this area. Stop spending on advertising that no one looks at – like print and Super Bowl ads.  Just think, Sir.  Your subscribers actually ASKED to be on this file!  They told you they WANT to receive marketing from you!  This is big, Sir.  Are you listening?

“I know you send a lot of email today.  It’s important to have discipline.  Don’t get too excited.  Don’t blow it. Don’t abuse the trust your subscribers put in your when they gave you their email address.  Remember these are your CUSTOMERS and FUTURE CUSTOMERS you are talking about blasting this stuff to. In fact, just take that word “Blast’ out of your vocabulary. Replace it with “engage.”  Email is an privilege, not a right, Sir.

“You want to help?  That is great news! Here’s a few ways you can help your email marketing team serve you and your stakeholders better.  First, break down the silos in your marketing, product/merchandising and customer service groups and allow and embrace the community to build around your email, blogs, product reviews, twitter and social networks.  Think of it as a symphony.  A violin sounds lovely, but a whole orchestra is heavenly.  While you break down those walls, be sure to train everyone in your marketing team on collaboration techniques. Be sure to align their business goals.  You’ll be impressed at how much they can accomplish together.

“Second, listen to your customers. Let them tell you where and when they would like to receive communications… and respect their wishes.  If they don’t respond to your email messages, change the tone, offer or frequency. Give them options to join your brand community on Facebook or LinkedIn or your product review site.

“And thirdly, remember, Sir, that you are not in control here. Your customers are.  They can find out information about you from all sorts of places.  If you let go, and participate in the conversations around your brand and your products, you will find that subscribers begin to trust you.   They will try your products.  They might even tell their friends about it.

“And that’s good for business.  Sir.”

What would you say?!