The (Email) Elephant in the Room
Email marketing continues to be under attack by some members of the media who are looking to stir up melodrama and controversy and seem to be uninterested in or unwilling to look at real metrics from real companies who are enjoying unparalleled success with email.
I can’t say this any better than Bill McCloskey from Email Data Source, who writes in MediaPost:
The Elephant in the Room that no one is
willing to talk about is that Spam is not the problem. The problem is
the OVERREACTION to Spam. This overreaction is not something that is
hurting e-mail marketing communications–it is hurting all
Read the full column here. It’s great.
UPDATE: Apparently, the column is only available if you register for MediaPost (grrr…). It’s good enough, and free, but don’t feel compelled. Two other useful paragraphs to read are below:
And all this hysteria is wiped up without
looking at the facts. Because if you look at the facts, you’d see a
pattern emerge. For instance, according to the DMA, e-mail has the
second-highest ROI of any direct marketing channel, even with reduced
deliverability and open rates. The fact is that if you examine the
clickstream data from companies such as Hitwise, you will see that the
biggest traffic driver time and time again is e-mail. E-mail is not
just an important interactive marketing channel, it is the most
important marketing channel–but you’d never know it judging by today’s
trade shows and industry publications.
In the name of keeping us free of viagra ads
in our inbox, we have crippled the most efficient communications system
ever developed. We have allowed the free flow of information to be
hijacked by fanatics. And because no one speaks for the e-mail
industry, this is going on under our noses with no cry of protest.