E-mail marketing is fit for the trash can only

E-mail marketing is a waste of time. This might sound harsh, but I believe it is true.

E-mail marketing is a waste of time. This might sound harsh, but I believe it is true.

While e-mail marketing allows for a degree of targeting, this electronic form of traditional direct mail does not and cannot match buyers’ needs. It is simply too vague and is based largely on unsubstantiated assumptions that make accurate targeting impossible.

Such e-mails typically propose a product or service that the recipient may or may not be interested in – targeting by e-mail is not a precise science. At best it is a gamble in terms of the time spent managing the campaign and the credibility and reputation of the company behind it.

E-mail marketing also suffers from higher – and faster – rejection rates.

Rather than physically opening and scanning a document received in the post, the recipient is likely to simply look at the subject line and then delete it.

What a wasted effort!

Sending repeated, untargeted mails to someone who isn’t really interested in what is being offered is counterproductive and can severely damage a brand and its reputation as opposed to generating a sale.

It sounds obvious and yet time and again businesses throw money down the drain, wasting valuable resources on such untargeted and often damaging marketing tactics.

Surely technology has reached a stage where there is no longer a valid excuse for anything less than one hundred per cent accuracy, one hundred per cent of the time – why shouldn’t direct mail follow this route too?

David Muir

Chief executive




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