Most recently I was presenting at the next conference in Berlin talking about Marketing and how it evolves. One example I was using, is the lack of success with email and email newsletter. I personally experience that people get bored with email and the amount of email newsletter arriving each day in their inbox. And I am personally unsubscribing of most of the lists and email newsletters I get. But there is another opinion out. There are marketing gurus believing in email and today I was running into two positive postings on email. On Wired I found an article, why Why E-Mail Newsletters Won’t Die quoting RebelMouse CEO Paul Berry
“As much as we’re told e-mail isn’t sexy, no one sends more e-mail than Facebook or Twitter,” says Berry, the former chief technical officer of the Huffington Post. “And the reason they do is we’re all on e-mail and it brings you back” to the site that sent it.
And Jake Levine, Digg’s general manager adds:
“Twitter and Facebook are both streams, products where you accept that you’ll miss certain things. An inbox is the complete opposite. Your job is to clear it out. If something is important to you, e-mail products are the one reliable way to make sure you’ll see it.”
Jim Dougherty writes on SocialMediaToday:
One of the most important things that you can do to drive repeat sales is to create an email list (…). One of the huge advantages of email is that most businesses achieve about a 20% open rate on email and a .3% opt-out rate. Compare that to social media and email has a huge advantage, not to mention it is much more likely to be the last touch prior to sale. Email closes if you do it right.
Well, I have a problem with this statement, because it encourages (again) marketers to SPAM the world with useless, disappointing emails. For gods sake the posting on Wired is closing with a statement I couldn’t agree more:
Of course, there’s a limit to how much media people will allow to be pushed in their face via e-mail. As Lerer acknowledges, the wrong content can make an e-mail newsletter into “a product that is incredibly annoying.”
This is exactly the challenge. To many of the promotion emails and email newsletters we get is SPAM, not more, not less, invaluable, useless, distracting, annoying content wasting the recipients time and filling up their inbox’s. And most of the time we get these emails much to often. Yes, email and email newsletters can be of value, but only if they deliver this value, relevant content and information the recipient appreciates. Think about it and resharpen your email and Digital Marketing Strategy! So please, a newsletter renaissance only when these requirements are fulfilled.
Check out this interesting infographic on Why Email Subscribers unsubscribe
Embedded from Skadeedle