The challenges facing industrious email
marketers
Blair Cooke
Database Marketing Director
Fairfax Digital
The end is nigh for email…
…apparently
Source: The Collaborative Future
http://www.exacttarget.com/sff
Lazy email marketing
Batch and blast approach
Little interest in relevance
Not much thought given to engagement
Meaning bigger lists are required
Instead we should be inquisitive
and engage our subscribers
Add value to their experience
Create a conversation
Trust
Engender loyalty
You are not as sexy as you think you are
The hidden cost of email
“The greatest danger to email’s viability as a communications channel comes from marketers who don’t respect the channel or their customers and subscribers.”Loren McDonald, Silverpop
Blair Cooke
Database Marketing Director
Fairfax Digital
LinkedIn: http://www.linkedin.com/in/blaircooke
Twitter: @WiseMouth
