Baggot Vs. DiGuido: Readers Weigh In

As expected, the responses came quickly concerning e-mail software concern ExactTarget’s co-founder and chief marketing officer, Chris Baggot’s contention in last week’s Magilla Marketing that e-mail service bureaus have too much employee overhead to survive. Al DiGuido, president of e-mail service provider Epsilon Interactive said Baggot’s idea was an example of “very old thinking” and that software can’t replace expertise when it comes to interpreting raw data.

Here is a sampling of what readers had to say:

Baggot’s got to be kidding. Computers do nothing but compile data. Does it tell from his database who buys hot tubs. Yes, if it’s in there to start. But DiGuido is right on—someone has to put the marketing thought and emphais on the data to make the message, offer etc., relevant to the consumer. It starts with numbers, but it ends with relevancy. Computers can’t tell me that! I’d hate to be Baggot’s client.

Patrick J. Surrena, CBC
G.A.Wright Marketing, Inc.

Mr. Baggott's concept of a completely automated email marketing system is very short-sighted. Responding to a web site visitor based purely on 'clicks' without knowing anything about your target or what is driving that behavior seems to be a risky behavior. It is not data alone that drives a marketers' success but how the smart marketer applies the information. Besides, how does Mr. Baggott suggest we target “new” customers to drive to our Web site without data?

David M. McSweeney
DM Info

The real value for marketers will be the integration of Web analytics (the brain) with the arms and legs of online marketing (email, search and affiliate). Digital River is one company trying to do this. I believe there will be others. Integrating multiple online marketing activities (ideally in one platform) gives the marketer the ability to be real smart and take immediate action. This will create value long before multi-channel marketing integration does.

I am a believer in the value of people. Many other software vendors (outside the e-mail space) have long promised the ability to eliminate the need for smart people. That just doesn't happen. I don't buy the hot-tub example. Great software augments the creativity and intelligence of people by making them more productive. It doesn't replace them.

Ed Henrich
Henrich Enterprises, Inc.