Marketing Myth #1: Email Marketing Is No Longer Effective
This is the most common misconception I hear when I talk to people about e-mail marketing. Many think that the sheer volume of e-mail that we all receive on a daily basis has ruined the effectiveness of e-mail as a marketing tool. And the fact that spam has received so much attention in the news lately also hasn’t done much to instill confidence in this medium.
In my opinion, the idea that e-mail marketing is no longer effective really stems from people failing to make the distinction between spam and legitimate, permission-based e-mail marketing. While it’s true that spam is not an effective marketing tool — it never really has been — permission-based e-mail marketing continues to be a
- tremendously powerful
- easily trackable
- instantly measurable way to market your product or service.
A recent DoubleClick study reports that 69% of American e-mail users have made purchases online after receiving permission-based e-mail marketing.
That’s great news for companies who continue to use e-mail as a marketing tool. The fact that almost 70% of people have made purchases as a result of receiving an online promotional offer demonstrates that e-mail remains one of the most effective marketing tools in history.
Legislature is reviewing law to make email marketing illegal.
