E-mail's hardly dead, but new challenges mean new strategies for your campaign to succeed.
Remember a few years back when some big-name online-technology gurus proclaimed e-mail was over, thanks to spam, fraud, RSS, Gmail, and recipient hatred? Throw in the latest hype over social networking, blogs, and podcasts, and you'd think the perfect storm that could sink e-mail marketing was just over the horizon.
Not quite. Two indicators point to e-mail's continuing viability for both senders and recipients:
What concerns me, though, is the intersection of these trends. Marketers are spending more than ever in the most critical quarter of the year, but it's money down the drain if they don't adjust their creative templates to respond to the new challenges these clients present.
Three Clients, Three Strategies
How They Stack Up
Although this column highlights changes to just three of the major e-mail clients, the three strategies outlined below can apply to virtually all standard e-mail clients now that formerly exotic features like HTML rendering and image blocking are nearly universal:
Next, I'll cover the fine points of crafting a readable, compelling text message without the bells, whistles, and streaming media of HTML.
In the meantime, keep on deliverin'!
Meet Stefan at E-Mail Marketing, the first in the new ClickZ Specifics conference series, October 24-25 in New York City.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
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Stefan Pollard, who started his career in online marketing in 1999, was considered a selfless mentor and champion of best practices in e-mail marketing. He held the position of senior strategic consultant at Responsys where he was responsible for developing e-mail marketing and lifecycle messaging strategies to increase clients' ROI. Before that, Stefan led the e-mail consulting program for Lyris clients, frequently speaking at industry events on best practices. Prior to that, he managed the audit process and consulted with clients to improve their e-mail delivery challenges for Habeas. As an e-mail marketer, he spent several years building and executing acquisition and retention campaigns at E-Loan and Cybergold.com. He died May 14, 2010.
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