Channel Talk - E-mail in the World of Integrated Marketing Today

Quick Overview

• What clients have been asking
• Is e-mail the answer?
• The “other” inbox(es)
• Social and Mobile - What do they have to do with it?
• Redirect to where?
• It’s business…and yes, it is too personal

With such a big shift in consumer behavior over the last two years, we have been researching new studies, reanalyzing past studies, attending conferences, and engaging with other industry experts to discuss the present and future state of communications.

We definitely expect this to be the year for establishing new metrics and creating new benchmarks for success across all channels.

As innovations in new technology and communication vehicles increase, there are so many more channels to choose from. This is a very exciting time for the consumer as well as for our industry. At the same time, it is requiring that we develop new and creative ways to market – not only to capture everyone’s attention and get heard above the roar, but also to also keep their attention and nurture the relationship.

What Clients Have Been Asking
Clients and prospects have been asking us about our multichannel efforts and what we have seen as possible trends over the past year, specifically for e-mail, as they are interested in leveraging more of this channel for cost-saving measures.

Here are some interesting statistics, observations, and thoughts based on what we have experienced and continue to observe in the world of e-mail today.

This information helps shape our planning process to ensure that we understand its strengths and can anticipate the challenges that marketers and consumers are faced with on a day-to-day basis.

With the information below, we hope to provide a framework for creative marketing professionals to approach this channel with an eye toward the future. This is a time when everyone is thinking about how to continually break through the clutter and develop one-to-one relationships with their target consumers.

And most important, they are making sure that their communications do not become the clutter or noise that people are trying to avoid.