Email marketing: dying, or just poorly done?

Just as some people are saying direct mail is getting finished off by email, others are proclaiming email is busy getting killed by social networking sites!


Jeez. One outrageous over-generalization at a time, please.


When you see results dropping in any medium, the best response is not to say the sky is falling, but to look at the details. You’ll likely see that there are clear explanations for the softening. That’s what the Engagement Marketing Blog did with email, and found it In Transition, Not Fading Away.


Any softening we see in the email marketing world is largely because so many emailers are doing it poorly. Things like:



  • Poor permission and opt-in practices.
  • Lack of relevance.
  • Overmailing.
  • Lack of differentiation.
  • Lack of personality.
  • Poor design.

If email is dying, it’s suicide.


Where it’s being done well, it’s thriving. Same with direct mail.


Comments

6 responses to “Email marketing: dying, or just poorly done?”

  1. A hearty Amen! I have so tired this year of reading of the demise of this that or the other as a result of Social Media. Your post is exactly what needs to be heard. Too often I fear we are throwing the baby out with the bathwater.

  2. A hearty Amen! I have so tired this year of reading of the demise of this that or the other as a result of Social Media. Your post is exactly what needs to be heard. Too often I fear we are throwing the baby out with the bathwater.

  3. Jeff:
    Right on! Anyone who really implements both email marketing and social media really well has data that demonstrates more consistent positive results from their email campaigns. The devil is in the details of how well emarketing is implemented. For the most part we’re nowhere near a time when social media will overtake email in terms of sheer results.

  4. Jeff:
    Right on! Anyone who really implements both email marketing and social media really well has data that demonstrates more consistent positive results from their email campaigns. The devil is in the details of how well emarketing is implemented. For the most part we’re nowhere near a time when social media will overtake email in terms of sheer results.

  5. As soon as a technology matures to the point where you have to be good and start delivering measurable results, the herd of amateur consultants and cheerleaders who make their livings prophesying rather than delivering move on to the next “amazing new technology” and proclaim “death to the old!” It’s tiresome.

  6. As soon as a technology matures to the point where you have to be good and start delivering measurable results, the herd of amateur consultants and cheerleaders who make their livings prophesying rather than delivering move on to the next “amazing new technology” and proclaim “death to the old!” It’s tiresome.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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