Email Marketing is a Commodity

Josh GordonWe try to make our company blog more about ideas, strategies, tactics and trends. On occasion, however, something happens at Knotice that warrants specific mention, and it just so happens that today is one of those days. Last Friday, July 11, Brian Deagan (our co-founder and CEO for you new readers…welcome! ) had a commentary he wrote on the commoditization of email marketing picked up, and 1to1 Media decided to publish it in their "Expert Opinion" section.

Here’s some quick background. The inspiration for his commentary comes from watching two things. First, watching how and why the consumer interacts with new media and marketing communications. Second, watching how the industry has, and is, developing, and reflecting upon Knotice’s core channel-agnostic beliefs (and the software we designed with that theory in mind).

So, if you have a few minutes left after reading this post, check out Brian’s worthwhile commentary.

If you want some additional background on Brian’s article, leave a comment or email him at


  1. Posted July 14, 2008 at 3:15 pm | Permalink

    I couldn’t agree with this sentiment more. The three things that differentiate email service providers (ESPs) are features, price and service however there is feature parity with ESPs in their respective sector. For instance there is no difference in features between ESPs that service the enterprise marketplace. With this in mind and the tough economic times ahead price will become the distinquishing factor rendering ESPs a commodity.

  2. Posted July 16, 2008 at 9:51 am | Permalink

    I’m glad you’ve pointed out Brian’s column on, but I just wanted to clarify one thing: We didn’t just “pick up” the article. We specifically arranged for it. We only run original, exclusive content that we’ve planned in advance with the author, so it will be especially appropriate for our readers.

    What stands out for me is that Brian’s article makes some notable points about not just email, but also about the customer experience.

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