The Email Wars

I read this article on ClickZ this AM and could not agree more with this statement below. Can’t you see that many marketers approached and still approach email marketing like using dynamite for fishing. Sure it works sometimes, but unless you have the means to capture all the fish at the surface then much of the effort (or lack of effort) goes to waste.

“There’s been a great deal of discussion lately about why, after 10 years, e-mail marketing is still struggling with the basics of deliverability and consent. The general consensus among industry heavyweights is many organizations fail to follow e-mail marketing best practices. Broadly speaking, blame for bad behavior is placed on three groups: the new and inexperienced; offline marketers who try to apply their principles to e-mail; and those knowingly playing fast and loose to make a quick buck.

Much of the trouble we see today is of our own making. We messed up, big time. The root cause can be traced to two phrases: “prior business relationship” and “one bite at the cherry.”

Read on at http://www.clickz.com/3626927