Email Marketing: Maybe it really is an inbound tactic…
I’m a huge skeptic by nature. Moon landing? Pshh. More like a studio production in Houston. But, Karen Rubin really won me over with this talk at the MarketingSherpa Email Summit…
Skeptic that I am, I had Adam thoroughly tone down that post. I did not buy into email marketing as an inbound tactic.
“Bah, all vendors just try to show how everything they could possibly make money from fits into their branded word of the day. Now get me photos of that Spiderman!” I said in my best grumpy editor voice.
But, when Karen Rubin, Product Owner, HubSpot, spoke at Email Summit 2011, she said something that really made my ears perk up (about seven minutes into the above video)…
“Those house email lists, that’s really inbound marketing. When you think about it, those are people asking to hear from you. They want to get more information. So, you’re not interrupting them when you go in their inboxes.”
Inbound & Down
So, basically there are two opposing schools of thought circling around the Interwebs right now:
- “Email is dying” and on its way down
- Email marketing, at least when done right, is really inbound marketing – a hot and growing marketing tactic
Or perhaps both are true? List buying is dying, while house lists continue to be effective?
In your experience as a professional marketer, which statement do you think is the most true:
- Email is going the way of bell bottoms and Hammer pants
- Email marketing is a form of inbound marketing – hot, profitable, muy caliente
- Email marketing isn’t one thing – list buying is dying, but house lists are as profitable as ever (Kaching!)
(We welcome you to use the comments section and tell us which of the three statements you think is the most accurate and why)
Optimization Summit 2011 – June 1 -3
MarketingSherpa’s 3rd Annual German Email Marketing Summit – March 21-22, 2011