Is E-mail Marketing Getting Too Defensive?
May 12th, 2010 - Posted in General by Tom Johansmeyer
Most companies could be much more aggressive with their e-mail marketing initiatives. A new report from MarketingSherpa shows that customer retention is by far the top priority, with objectives around new opportunities not gaining nearly as much attention. Listen to this message from the market, and you’ll hear the whisper: “It’s time to make your move.”
When I saw the latest chart published by MarketingSherpa, I was shocked. Eighty-eight percent of respondents called “retain[ing] existing customers” a very important objective for e-mail marketing. Only 78 percent ascribed this level of importance to “generat[ing] new sales leads,” and “increase web traffic,” “build brand and educate market” and “drive offline sales” each was considered “very important” by only 56 percent of respondents.
