Email marketing is dead (apparently)
August 17, 2011 § 2 Comments
The schools of thought out there are basically saying the same thing: it needs to evolve and involve social media.
Receivers of email marketing have become far more savvy in knowing what ~ and what they don’t want. The impulsiveness of the internet seems to have worn off. Or should that be ‘warn off’? Therefore, unless it is totally relevant and timely (is that the same thing these days?) marketing emails often get deleted without a look in. And then there’s the issue of social media fatigue… I found this on Netimperative today Right to reply: Why brands need to wake up to ‘social fatigue’.
So, is email marketing getting too close to becoming a culture of “soft-spamming”? Personally, I unsubscribe from more marketing emails via my preview pane than I actually open on a daily basis. While many of these emails must once have been subscribed to, the problem is that information wants and needs seem to change more rapidly than ever before. Perhaps it’s just me :0)