Three reasons why you might want to reconsider the importance of e-mail.
This column goes out to all of the e-mail skeptics out there. You know who you are. You are the analysts questioning the value of e-mail in an SMS-driven world. You are the speakers who stand in front of audiences and suggest that social networks will kill e-mail. You are the C-level executives who refuse to approve the budgets for e-mail staff and support because you still think it should be free.
Well, if you are not a believer in the critical importance of e-mail, you might want to reconsider it. Here is why:
While the three scenarios above speak to e-mail as a backend element of your digital initiatives, it doesn't mean e-mail doesn't still play a role in marketing. E-mail is still the kill app for relationship and lifecycle marketing when using all of those innovation-based efforts at the beginning of the funnel.
So fund your programs as they relate to e-mail. It could be one of the best investments you make.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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December 2, 2015
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