One Comment

  1. It’s great to see the channel being used more. But it does feels as if marketers are trying to run before they can walk when it comes to email. Few companies seem to be getting the basics right – regular testing, optimisation, list cleansing and even simple segmentation – and yet more and more are sending out over 50,000 emails a month and buying into the advanced services offered by ESPs. Simply sending out tonnes of emails, regardless of any clever functionality they use, will not result in a successful campaign.
    Unless email marketers get the basics right and take a more strategic approach, we are going to start seeing ROI suffer and we will lose the ground we have made in showing the importance of email in the marketing mix.

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