Let’s Not Forget About Email Marketing
There’s nothing like a recession to focus the mind, and in the case of B2B marketing, our attention is honing in on ROI, cost-effectiveness, speed-to-market, and measurability. In other words, digital. In case you hadn’t noticed, there’s a revolution going on, and if you’re not on the bandwagon, you’re going to get left behind. New formats and variations are popping out left right and center, as practitioners seek to understand and incorporate new opportunities.
But as we get increasingly caught up in the clamor for social media, UGC, podcasts, etc., we risk forgetting about the digital channel which has been the mainstay of activity for the last ten years: email.
Email marketing is often not seen as part of the digital marketing revolution, partly because it’s been around for so long, and partly as it has its fair share of cynics due to inbox overload, spam and image blocking, etc. However, it’s still the most reliable and manageable means for most companies to utilize digital marketing.
Quite what happens to email in future, as the new forms of digital media evolve, and as tastes, preferences and technology change, remains open to question. For example, what does Generation Y make of email? This is the question posed in our ‘debate’ – click here to participate. Meanwhile, in the cover story of our April issue, Lucy Fisher examines some future scenarios for the future of email, how it is likely to evolve, and its potential future role.
We can be certain that email will be with us for the foreseeable future, and that it is likely to be the mainstay and the bulk of most B2B brands’ marketing activities. The challenge for marketers is to keep email in their sights while also following the evolution of the newer forms of digital media. In a harsh environment, those marketers who are unable to adopt this dual focus may find themselves looking for a new job.