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

BluRoute

Salisbury

Wilts

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here