The Email Wars

I found this from John Ouren, Goodmail Systems. I understand the value proposition that they are selling in thier marketing and PR efforts, but I am still having a problem with the basic idea shift. I assume that we will see a change in mentality from larger brands that can afford this cost and I am still waiting for some first hand testimonial from some marketers in this space that tell me that this concept has changed the ROI on thier email campaigns.

Everyone understands e-mail’s economic advantages over physical mail. Aside from cost, e-mail has a richness and interactivity that makes it more than a simple one-directional communication vehicle.

But can we really rely on e-mail? When a marketer pays 39 cents to send a piece of First Class Mail through the U.S. Postal Service, he doesn’t worry about the final disposition of that message or wonder how it will be regarded by the recipient. What about with e-mail?

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