Email Marketing: Avoid the pitfalls of a direct-mail mindset
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New technology is always bewildering. We get a newfangled tool. We play with it. We relate it to other stuff. We try to understand it.
The problem is that new technology is new. You can relate it to older stuff at first, but you have to move on. Thinking about it in old ways can hold you back.
Take email marketing, for example. Companies used it as a digital form of direct mail for years. We now know email is not direct mail, but some companies continue reliving the past. Here are a few examples:
