This faithful servant deserves to be treated like royalty instead. Here's why . . .After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct marketing channels at 28.5%1, the highest driver of online conversions2 and the number two spot (second only to search) in new customer acquisition3 email marketing is still too often swept out of sight, called upon only when we need miracles worked. In over a decade of experience with the channel, I am too frequently surprised and dismayed that email is not receiving nearly the attention and investment it economically deserves.
photo credit: kenner116 2009 was a “watershed” year, packed with transformation and shifting, all happening to clear out the old in order to make way for the new. In watershed years, a lot of activity and change which has been slowly building over previous periods finally moves through all at once. And so it goes as the pace of change continues to accelerate in the world at large – more and more gets packed into the same seemingly-finite amount of time and space. Mentalities change faster, evolution happens at a heightened rate. You know where I’m going with this – it all impacts your marketing too. Not just how you market, but what you say and do. And it’s coming to a head in 2010, likely a waterfall year. Expect to see the flow of change speed up even more!