Whats the future of email marketing?
According to a report from Gartner’s G2 research group, direct email marketing is likely to soon be more prevalent than postal mail marketing, for customer acquisition and customer retention mailings alike. It is likely that, through evolving technologies, it will become increasingly possible to generate highly accurate, detailed, and relevant customer data for more effective targeting. However, many in the industry believe that unless the spam problem is conquered, email marketing will never achieve its potential. According to Ajay Segal, clickthrough rates on acquisition-based mailings has fallen from as much as 20% to as little as 2%, at least partially because people are less frequently even bothering to open their opt-in email. What has to happen to overcome this situation? First of all, we have to get a handle on the spam problem, so people are more interested in their email. Secondly, email marketers have to look to their own practices. Spam, almost by definition, is something t
