Is Email Marketing Dead?
By Brian Terry
Even while email marketing was a totally zero cost, unsettled frontier just a few short years ago, it’s turned into an obstacle course littered with obstacles and barriers.
Every single email marketer faces three clearly distinct challenges in getting their email messages in front of the eyes of their optin subscribers…
1. Spam Filters.
The first challenge is that of “spam filters.”
We have SPAM filters that are deleting a great majority of the SPAM, but are – in the process – deleting a great majority of the legitimate email messages (Like YOUR marketing messages and MY marketing messages to recipients who REQUESTED the information).
While there aren’t any concrete numbers, many researchers estimate that up to 50% of requested email never makes its destination.
2. Mass Deletion. Another challenge that optin email marketers face is that of “mass deletion.”
We have massive deletes (how many times have you quickly scanned through 50 message subject lines, highlighted them all and then clicked the DELETE button?) as we, as individuals, try to determine which emails to read, and which are SPAM.
Because we are bombarded with so many unsolicited mailings, we oftentimes mistakenly (or out of frustration) delete the very messages that we actually requested.
3. Incredible Competition.
And yet another challenge is that of “incredible competition.”
We have incredible competition for the subscriber’s attention. There are many other messages (and more coming each day) by many other marketers (and more coming each day) that are also attempting to reach the very subscribers that we’re also trying to reach.
And they convinced “our” subscribers to join “their” lists just like we did. And the obstacle course keeps getting bigger as more obstacles are added.
Bottom line is: it’s becoming increasingly difficult to get your email marketing messages seen by the intended recipient, and certainly more difficult to get the messages read and responded to.
Does that mean that email marketing is dead, as many people want you to believe?
Of course not!
Don’t buy into that kind of limited thinking.
What it means is that YOU must adapt as email marketing challenges arise.
As these obstacles get into your pathway, don’t just quit and head backwards.
Finding a way around the obstacle, through the obstacle, over the obstacle or under the obstacle is crucial… just so you can continue to go forward.
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