Email Marketing is a subject I've struggled with over the past six years. Maybe that's why my number was drawn when it came time to assign blog topics this month. Maybe, in some digital karma world, this is a meant-to-be type article.
You see, on the one hand I get far too many emails so I'm always looking for reasons to unsubscribe or otherwise get out of lists instead of on one. Pundits have called for the death of email for even longer, and while it hasn't quite happened, you sense we're on the verge of finally replacing it with __________.
And then, on the other hand, email marketing is such a huge piece of any successful inbound marketing effort it would be hard to imagine a world without it (email). When we meet with clients and review their SMART Goals, one of the things we always look at are their email campaigns. Whether they measure the wrong things, aren't measuring anything at all, or measuring the right things but with the wrong approach, we typically find that although email has been around since 1978, people are still struggling to make it work.