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Prepare Yourself for More Email Coming to Your Inbox

Email in marketing should only be utilized as it relates to a promotion, major announcement or a giveaway

From Forrester's Press Release

Spending on email marketing in the US will balloon to $2 billion by 2014 — a nearly 11 percent compound annual growth rate — according to a new forecast by Forrester Research Inc. (Nasdaq: FORR). Falling CPMs (cost per thousands), a high return on investment, and growing consumer use of social email accounts will fuel the use of email by Direct Marketing professionals. In five years, consumers will be deluged with more than 9,000 email marketing messages annually.

“By 2014 direct marketers will waste $144 million on emails that never reach their primary target,” said Forrester Research Vice President and Principal Analyst David Daniels. “Successful Direct Marketing pros will alter their tactics to overcome inbox clutter and increase relevancy.”


My view:
Email in marketing should only be utilized as it relates to a promotion, major announcement or a giveaway. Please don't contact a potential buyer just to tell them your company exists or let them know you are thinking about them. Give the buyer something valuable in the email that might improve their day. These are good habits.

Although I think email is a good and measurable way to accomplish direct marketing, I also think we need better tools to filter the types of organizations sending email. Sometimes the best defense is to keep changing your email address similar to a witness protection program. Congratulations to the email provides such as Exact Target or Constant Contact since it appears growth will come easily and their challenges will be more long term strategy than short term revenue.

Read the original blog entry...

More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at [email protected] or you can follow him on Twitter @buyersteps

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