The One Question to Ask of Your Email Marketing in 2010

Author:

Mark Brownlow

Source:

...and the question is a simple one: is it enough?

One of email marketing's great strengths is (or was) its robustness. It was relatively easy to get a campaign or newsletter to justify the efforts that went into it.

You could often make "mistakes" and still get a good return on your time and resources.

And that mentality still pervades much of the email marketing world. Never mind that good returns hide the fact that many (most) people don't actually respond to what we send.

Each year, various people warn against this complacency, suggesting that what was good enough before won't be good enough for the future. And each year we largely ignore the warnings because the same emails still do the business.

Will this year be different? ...