Email Is The "Digital Glue"
I was in a discussion this week with a handful of email marketers about email and IF it was a sexy “digital” tool. I know that email is really seen by many companies as a standard and not really innovative technology. But let’s think about that idea a little more.
What application could people not live without online?
What holds the web and communication at a one to one level together?
What method is use to launch contests, drive buzz, grow word of mouth and develop databases of people that want to interact or have an experience with your product?
No it is not mobile, nor RSS, now a sexy GUI Widget… but email.
The reason that many marketers or agencies are not leading with email as it is old and not sexy to them. But they all use it in everything they do and launch online. Without it we would be holding conversations in a whole other way. And winning new clients in some many pitches does not come down to: email will drive this to new heights. But in the end, they are wrong and place email as an after thought or 50th slide in a pitch deck.
And why is this? Because so many agencies don;t get email, aren’t good at it, and do not have people in house with the experience needed to make it pop. I know all of you do and that you get it.
Email is not dead and is not dying. It is the glue.
Thanks to The Email Wars for this great article.