Email Marketing's future is looking good
Apr 20, 2009
Today Seth Godin came up with a couple of interesting predictions in his post, 'Sixty to zero':
Prediction: 90% of your sales will come from word of mouth or digital promotion by 2011. How do you change what you're doing today to be ready for that?
Prediction: The effort required to outsource a task involving the manipulation of data of any kind will continue to decrease until it will be faster and cheaper to outsource just about anything than it will be to use in-house talent. What will you do today to ensure your prosperity when that happens?
Along the same lines, Simms Jenkins recently interviewed Stan Rapp and he says 'Rapp gets that your online messaging today consists of Twitter and Facebook as well as the email inbox. He fully embraces the simple and powerful differentiating aspect of email marketing -- that it is delivered to the people that ask for these offers, updates, and newsletters. This unprecedented by-request-only aspect is what separates email from its peers. In Rapp's view, it is the most powerful yet underutilized force in marketing today. '
The interview then goes goes onto say:
Jenkins: You said "the inbox is the beating heart of the internet, and email is the tightest link ever forged between buyer and seller." This resonated with me, as someone that runs an email-focused agency. Can you expand on this?
Rapp: No. 1, the tightest one-to-one link you can have is a relationship in which the consumer invites you to talk to them. The beating heart of the internet is the inbox. Its pulse pounds away as each of us clicks open and sends out our hourly emails.
So, the question is: are you doing everything you can to utilise this powerful channel?