Loyalty360

The social nature of the Internet is changing e-mail marketing for the better. The old mentality: “Just send it; it's cheap.” The result: High subscriber fatigue, inconsistent inbox deliverability, declining response rates and virtually no ability to forecast or predict response.

The low cost of e-mail marketing blocked any incentive to do the right thing by subscribers.  Now, subscribers find they can easily connect to brands in other ways, and they demand that e-mail messages be more relevant and inspiring. If not, they unsubscribe, ignore or click the Report Spam button (which can depress inbox placement for all messages).

Conceptually, most marketers get that we have to loosen control and “give to get.”  Plus, overcrowded and fragmented inboxes now include mobile devices and social networks, making it hard for anything but the most timely and valued messages to break through. 

E-mail remains a strong channel because...

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