Change The Mindset, Not The Channel

Jim Ducharme

Shiny-object syndrome has been a problem for email marketers almost since day one. We’re always looking for that new magic bullet to deliver the best ROI with the least effort. Unfortunately, that desire leads many of us chasing trends instead of formulating effective strategies.

Recent studies compiled by eMarketer demonstrate an apparent disconnect between what channels consumers are actually using and what channels marketers seem to be obsessed with.

For example, a Pitney Bowes Software study found that 57% of marketers reported using Twitter -- and yet...

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