Advertisers will spend more than $12 billion on email marketing this year, a figure which will almost double (to $23.5 billion) by the end of 2018, according to an October 27 marketwired.com report. But unless email marketers change their way of doing business, huge chunks of those billions will be wasted.
Email is by definition (low cost-to-audience-size ratio) a very efficient advertising medium. But that’s because it’s dirt cheap, not because it’s particularly effective. And the reason it’s not particularly effective, writes Kath Pay at MediaPost’s EmailInsider [link unavailable] is that “many email marketers…don’t use many of the basic principles of marketing…[They] are not actually focused on marketing at all, but instead simply emphasize creating and sending.” As a result, they bore recipients into ignoring them
That’s because in one way, email marketing is like its paper direct-mail ancestor, and in another way it isn’t. Read more →