Are Email Marketers Outrunning The Bear?

Mike May

There is a joke I frequently tell clients and use in presentations as an analogy for email marketing. Like everyone else I’ve told it to, you’ve probably heard it before. Please indulge me anyway:

A woman met her friend at the trailhead for an all-day hike in the wilderness. Her friend showed up carrying a heavy pack filled with a day’s worth of food and water and emergency provisions in case they got lost. He wore long pants and sleeves to protect himself from poison oak and mosquitoes, and his feet were shod in heavy hiking boots. The woman, in stark contrast, was dressed in running shorts and a tank top, with lightweight running shoes on her feet. She began stretching.

The man looked at her, puzzled. He asked why she was dressed like that for hiking. She replied that there had recently been...

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