The death of email is *highly* overrated
May 8th, 2003
“What’s next now that email isn’t going to work much longer?” was
a question I saw posted on a marketing message board last week.
Everyone is fretting, fretting, fretting about whether bulk mail
overload will cause their lists to stop responding.
In the meantime whenever I talk to marketers one-on-one, I always
ask, “Are your response rates plunging?” “Well no,” they
invariably tell me.
After 350 Case Studies, many of them on email campaigns, I can
tell you that the death of email is vastly overstated. Marketers
have gotten so much smarter about their messages, list selection,
segmentation, etc., that it balances out the worst of the email
overload.
A good campaign or newsletter will still work wonders.
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