the challenges facing industrious email marketers
DESCRIPTION
This presentation was delivered at the Australian Direct Marketing Association’s Digital Day in November 2010. It questions whether email truly is dying as well as the importance of using email marketing to build subscriber engagement rather than relying on the easier “batch and blast” approach.TRANSCRIPT
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