Why Opt-In Just Doesn’t Matter
Last Updated on Saturday, 31 May 2008 06:54 Written by jb Saturday, 31 May 2008 06:54
Adam Smithline
It began innocently enough. The year was 1997, and a small group of business leaders and direct marketers were just discovering the potential of this new communication medium: email.
After decades of slow direct mail, expensive telemarketing and broadcast and print campaigns that seemed to disappear into the ether, it seemed maybe at last the messiah of marketing had arrived. As a direct marketer, you knew instinctively that email was going to profoundly transform business and marketing. And you were right.
Today, less than six years later, email has indeed had a significant impact. We¡¯ve leveraged and applied what we knew about direct mail marketing and quickly discovered email¡¯s unique characteristics and how it can benefit our companies and clients. An entire industry has sprung up around email marketing, including agencies, software providers and list companies.
Ironically, the email-marketing wave that reinvigorated the direct marketing industry is already becoming an endangered species. Scam artists and porn kings sending high-volume, non-targeted spam and filling our inboxes to capacity threaten to make email unusable.
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