Some marketers think e-mail marketing is becoming a thing of the past. After all, we have become so inundated with e-mail and most of us have more than one e-mail account. I will be the first to admit that I blindly go through my emails and delete clothing store ones, entertainment venue ones, ect.
However, some brands and companies rely heavily on e-mail marketing. Groupon’s entire business is based on it. Once in a while I will click through a restaurant email to see what specials they are running or a travel agent email to see what cities are on sale. But the question has to be asked; could I get the same information via social media sites like Facebook rather then letting my inbox fill up. And for companies, are the response rates higher for sales, specials and goings-on on Facebook or on e-mail.
In the next 12 months, B-to-B marketers will face the following broad challenges in their e-mail marketing campaigns.
1. Delivering highly relevant content
2. Measuring the ROI on e-mail marketing programs
3. E-mail deliverability
4. Expanding opt-in mailing lists
5. Database integration with e-mail systems
6. Competition with social media for recipient’s attention
7. Activities related to e-mail reputation (e.g., blacklist, whitelist, spam rating)
8. Combining SEO technology with e-mail marketing
9. Spam issues
10. Working on an international version of your e-mail marketing program.
information from B-to-B magazine