C-level executives cited SEARCH and E-MAIL as their favored digital marketing methods in a study by Forbes.
However, 35% of respondents said e-mail had failed to meet their marketing expectations. Twelve percent said e-mail surpassed their expectations, while 53% said the channel met them.
Sarah Barber, senior vice president of marketing for Walter Karl Interactive, an infoGroup company whose siblings include Yesmail, says she suspects that many of the marketers who weren’t satisfied with e-mail failed to formulate a plan before they started collecting names.
“We deal directly with these e-mail marketing programs, and the messaging strategy is often forgotten about or left for last, an afterthought at best,” she says. “What so many marketers fail to realize is that the strategy should come first, [instead of the technology considerations]. Would you bake a cake and look at the recipe after it comes out of the oven?”
Got an e-mail tip to share? Contact Ken Magill at [email protected]
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