After two jam packed issues of the Only Influencers Newsletter, Email Acquisition Special Edition Part 1, and Email Acquisition Special Editioin Part 2, I've decided to give the Influencers a break this week to discuss a little bit about Only Influencers itself: its history, its purpose, its resources, and the Only Influencers Community as a whole. You also might learn a bit about the history and growth of the email marketing industry! I hope you will take the time to read this to the end. It is a long one.
This article is prompted by Jeanne Jennings extremely generous article in Clickz: 2 Industry Organizations Every Email Marketer Should Join. As a result of that article, we gained a lot of new subscribers to the OI newsletter, so it seems appropriate to give new readers a bit of background into what they are getting each week.
11 years ago, back in 2003, I founded a company called eDataSource, the world's first email intelligence company. As a result of the data eDS was collecting, I was able to clearly demonstrate, for the first time, the power of email to drive large spikes in traffic, across the board, and from an independent, 3rd party perspective. To say my jaw dropped open is an understatement.
At the time, no one was talking about email. There were no columns, no conferences, no trade organizations dedicated to email marketing. I set out to change that.
The first thing I did was approach Mediapost, for whom I had been writing for years on Rich Media Advertising topics, about doing a dedicated weekly column on email. I came up with the name the Email Insider, because the data I was receiving was unknown at the time. Mediapost went on to use the name "insider" for other marketing verticles as well, based on the success of my Email Insider column....