Why Email Marketing Still Matters

I got my start in online marketing in 2002 working for an email marketing group in Columbia, SC. I was fresh out of an Ivy League masters program with a degree in ancient religion and literature (and some archaeology experience). Needless to say, that wasn’t a highly valued skill set for a 22 year old just moving to South Carolina.

However, those years I spent with that email marketing (eventually affiliate and search marketing) company were the perfect trial-by-fire for finding my legs in the wider world of performance marketing. I realized some very important things about online marketing in general and email marketing specifically. It was a great education in the various ways of doing agency business in a post 9/11 but pre CAN-SPAM world of glitzy conferences, making lifelong connections and getting deals done with great agility and detail.

Although “the long tail” is a term that has lost much of its 2007 cache, there is still a great amount of truth to the term within the concept of online marketing. I’ve argued to clients and friends over and over that email is (and will continue to be) a very long term prospect of increasing returns over time in a world of short-lived Twitter and Facebook promoted posts as advertising.

The SumAll folks have a great post laying out a similar argument and some nice tips you should read at the end…

Why E-mail Marketing is More Valuable Than¬†Ever – SumAll – Blog: “It’s been a widely held notion that after you’ve sent out your campaign, you have 12 hours to get the most opens you can before your e-mail is lost in inbox limbo. But based on our research, e-mails have a much longer tail than people are aware of.¬†“

Whatever marketing channel you’re using, email is a great compliment and something you should bake in early in your campaigns.

Posted by Sam Harrelson

I'm the head of Harrelson, where we work with churches, nonprofits, and businesses on marketing strategy and consulting. This has been my personal blog about marketing, tech, religion, art, history, scifi, family, and life in general since 2006.

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