When I saw your article “IPA survey use of e-mail marketing”, I was rather concerned when I read that 44% of marketers have not used e-mail marketing in the past six months (MW last week).
E-mail marketing is far from radical. It has been around for over a decade and continues to be the cheapest, simplest and most effective way of reaching potential customers with personal and timely messages. Those marketers who have not yet adopted it must have done so out of fear of moving beyond the security of “failsafe” procedures.
Marketing channels are few and far between and if marketers want their campaigns to succeed, they need to explore the relevance every channel has to their customers.
Unfortunately, many marketers have failed to even trial relatively recently adopted channels such as e-mail or SMS – to their own detriment.
Running an effective marketing campaign today does not mean giving up on the old channels, but instead finding the right medium for each individual customer.