Email's role in the multichannel environment
Latest posts | Feed | By Mark Brownlow on July 16, 2007
If you're concerned about the wider role of email in your business, then Kevin Hillstrom is a great source of information.Not just because he comments regularly on multichannel issues, but because he takes a remarkably objective approach which can see him challenge myths and taboo topics the rest of us avoid.
In this post, he looks at the position of email marketing in a multichannel retail environment and assesses how it might change in the future.
It's a challenge of sorts. Kevin's implication is that we get too tied up in the specialist and technical language of email marketing. And are still too focused on trying to use direct sales as email's justification.
Instead he suggests it's incumbent on those working with email to work against being (or being seen as) a standalone channel, and to see the medium as a facilitator for sales through all sorts of channels.
Email as a relationship builder as much as a direct response vehicle. More details here.
More on email strategy | Tags: email marketing, multichannel marketing
[This post brought to you by Campaigner Email Marketing]
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