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 global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
May 22, 2013
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June 5, 2013
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