Some very valid points in this e-consultancy article:
The use of email marketing to drive customer acquisition is in significant, and terminal, decline.
email is not a customer acquisition tool. In fact it never has been, but in the early years of the media, the novelty of receiving email meant that acquisition and lead generation emails wereopened and clicked on.
Cold emailing as a core business proposition just doesn’t work because the need to flog as much data as possible is totally contrary to email marketing’s core requirements - targeting, relevance and quality.
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