“Marketing emails, right?”

We get this response so often that we decided to dedicate a blog post to it. 🙂

Customers who hear about Merce Broadside and its ability to send a million+ emails a day immediately think Merce Broadside is a spam sending engine. (Well, they use a more polite term for it.) And many enterprise customers do have a strong need to deliver marketing emails to their customers and prospects. Their interest in Merce Broadside is genuine, and of course, Merce Broadside is a great engine for such needs.

But Merce Broadside is much more than just an engine to send out marketing emails. Let me explain.

Marketing emails are, by and large, cases where the same email is sent to all recipients. In some cases, the email is not exactly the same — some fields are patched on the fly by Merce Broadside, e.g. the recipient’s name, his account number, etc. But that’s not the primary reason Merce Broadside was designed and built. It was built first and foremost for one-on-one business communication.

Imagine a stockbroker sending out trade confirmations to his customers. In Indian law (mandated by SEBI, the Indian equivalent of the US SEC), a stockbroking firm must send out trade confirmations by email to each investor within the same calendar day on which the trade happens. If the email cannot be sent for any reason, a physical printed statement must be despatched by courier next morning. On a good day, the largest Indian stockbrokers are each sending out half-million to one million emails with trade confirmation notes. And they all want to know delivery status within a few hours, so that they can send out the failed deliveries in physical form.

These are not “marketing emails”. These are one-on-one business communications. If the stockbroking firm messes up this communication, they become answerable to a very unhappy SEBI. Take it from me, you do not want to mess with an unhappy SEBI.

There are similar requirements for insurance companies to send out renewal notices or premium payment advices to their policy holders. Banks need to send out accounts statements to their account holders. Each policy premium advice, each account statement, is unique. Non-delivery of even 0.5% such statements raises the customer service costs of the financial institution sending them.

With Merce Broadside, we aim to be part of your core business communication loop. We have built Merce Broadside with this aim in mind, and we provide a level of support which encourages you to trust Merce Broadside as part of your core processes.

Merce Broadside will also handle your marketing emails. We do it with aplomb, and give you a mail-by-mail delivery report in near-real-time just like we do for one-on-one business communication. A single Merce Broadside installation will do both jobs for you. But that’s not the raison d’etre of Merce Broadside.

So, when a prospective customer sits through our presentation on Merce Broadside and then asks “Marketing emails, right?”, excuse us if we shed a quiet tear. 😀

2 thoughts on ““Marketing emails, right?”

    • Thanks for the thoughts. We are already working on the best way to integrate SMS and email in a meaningful way. We do not want to make Broadside yet another bulk SMS sending machine. Such systems exist already, and are quite simple. Sending and tracking a million emails is much more complex than sending a million SMS, so we want to make sure Broadside adds value to the customer when we add SMS functionality, and differentiates itself from existing bulk SMS systems.

      We are considering integrating SMS with emails, i.e. a “message” sent out by the customer’s back-end system will contain an email and an SMS message, and both will go out together, via different channels. Too premature for us to pin down further details. As things firm up, this blog will be the first place for you to read about it.

      Thanks for visiting. 🙂

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