Email marketing advice from Greg Cangialosi of Blue Sky Factory
Jeff Ginsberg, Chief Email Officer of The eMail Guide, talks email marketing with Greg Cangialosi, CEO of Blue Sky Factory at the MarketingSherpa eMail Summit 2010 in Miami.
Blue Sky Factory is an email service provider with a combination of self service and full service solutions. Publicaster is BSF’s self serve solution but, they all so provide a full agency solution as well with client service managers, strategy, creative, all the way down to reporting, analytics and optimization. About 85 percent of their business is self serve and 15% is agency side.
Blue Sky Factory’s value proposition is to not lead with the technology. They feel a lot of the technology in this marketplace is being commoditized. Because of this they focus more on the client service relationship and making sure they are aligned with a client’s marketing goals, helping achieve those goals. They’ve introduced new tools and features such as the “Share With Your Network” and the “Social Subscribe” feature, which allows content that’s designed for the inbox to be shared with the social web, something relatively new for email.
Greg and Jeff also touch on the issue of “CPM” and whether there is a devaluation of the service and technology with the continued commoditization of email marketing. Considering the rates of the postal service for direct marketing and the complete lack of any reporting, are we paying a fair rate for marketing via email? It’s a provocative discussion which should generate some thought on the subject.
From our POV here @ The eMail Guide, we’ve seen email marketing shops get very social and BSF has done a phenominal job is showing how social they can be.
Takeaway: It’s hard to differentiate on the technology side, so you have to compliment your offerings with services and make sure your customers become better marketers and that is a challenge.
Website: Blue Sky Factory
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Linked In: http://www.linkedin.com/companies/blue-sky-factory
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