(Basics) Email marketing is back
Latest posts | Feed | By Mark Brownlow
This piece appears in Water Technology Magazine. It encourages readers to consider adding email to their marketing endeavors. All well and good.
Two points.
1. It's further evidence that the second wave of email marketing is reaching a wider business audience. Email has come through the doom and gloom era to enter the mainstream.
2. The article presents lots of persuasive arguments in favor of email marketing. It also emphasizes the need to avoid spam practices and perceptions. Super.
But it also encourages address collection and use without really clarifying the importance of getting *explicit* opt-in permission.
If too many businesses -- however well-meaning -- start sending out commercial email without full awareness of the implications of legal-but-poor permission practices, then we can start firing up the "email marketing is dead" headlines again.
Two points.
1. It's further evidence that the second wave of email marketing is reaching a wider business audience. Email has come through the doom and gloom era to enter the mainstream.
2. The article presents lots of persuasive arguments in favor of email marketing. It also emphasizes the need to avoid spam practices and perceptions. Super.
But it also encourages address collection and use without really clarifying the importance of getting *explicit* opt-in permission.
If too many businesses -- however well-meaning -- start sending out commercial email without full awareness of the implications of legal-but-poor permission practices, then we can start firing up the "email marketing is dead" headlines again.
Permalink | February 14, 2006 |
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