How will we communicate 6 months from now? Who knows. It wasn't long ago that email was believed to be one of the world's greatest communication inventions.
Today, email is being scrutinized as a marketing platform. With the ongoing evolution of social media as a marketing tool email has become another form of "interruption" marketing. We use TiVo and subscribe to HBO to avoid commercials on TV. Sirius and the iPod are alternatives to the frequent interruptions of commercial radio. Email marketing is slowly falling into that trap. I follow my favorite brands on Twitter and Facebook. Do I need the daily prodding through email to remind me where I can find coupons and other promotions?
By no means is this a blanket suggestion that everyone abandon email marketing. It's simply another example of why we need to be conscious of where our customer wants to hear from us. Are you tracking the "unsubscribes" from your campaigns? Is your email marketing generating the ROI you expected?
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