What Needs to Change in Email Marketing

Author:

Simms Jenkins

Source:

The first month of 2010 provided more email marketing industry merger and acquisition action than in the past two years (based on my unscientific tracking). In Q1, we saw boatloads of new studies demonstrating email as being the primary driver (and beneficiary) of social media.
 
Email is finally getting the praise, attention, and money it deserves, right? The big breakthrough we've all been waiting for has occurred - or has it? Research from the Society of Digital Agencies (SoDA) found that 34 percent of senior marketers regarded email marketing as a low priority. Only "games" was ranked as a lower priority among the nine digital categories.
 
Clearly, email has made a big leap during the recession and this new research counters other findings that show e-mail as a top choice of all marketing channels. However, it demonstrates that email often isn't on the forefront of the digital radar for CMOs as much as we may believe. It can and should be though.
 
For that reality to take shape, several big and small things need to fall into place. Among them...
 
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