Get ready for a lot more SPAM, but this time it will be integrated with social media
Marketers love to talk about the cost/benefit of eMail campaigns and they really believe that people want to receive email from them with offers of free shipping or 20% off this Friday. Recently during some research that I was conducting for a client we had a chance to ask consumers about the use of eMail and we heard that although they may get email they seldom, if ever, read or respond to the offers. Some said they don't even read eMail in their SPAM folder or that they just routinely delete all SPAM without ever reading it.
We also learned
that when consumers do opt in for eMail that they
don't realize that it opens the flood gates for a
wealth of unwanted emails that flood their in
boxes.
Now marketers want to tie email to social media.
What about "you don't understand" do you not
understand?? Let me spell it out for you.
1.
Consumers do not want to have a relationship with
your brand
2. Consumers do not want to get email telling
them to go a social media board to learn about
your brand
3. See number 1
Is all email marketing dead? No. If your email
marketing is personally relevant (segmentation)
and provides real value than you can have success
but rather than ask "what does my audience want",
marketers want to continue to throw shit against
the fan in hopes some it will stick.
