Posted May 14, 2012 9:53 am by with 0 comments

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What’s old is new? Often in life, we find that upon leaving something that has been proven to work well for a different thing that simply looks newer or is pitched as being the “hottest thing” in the market, we ultimately come back home. We come back to the stability and common sense of a technique that has a proven track record even though it is not the sexiest option out there. It’s called making a business vs. an emotional decision.

We are getting deep enough into the Internet era to now see what is effective, what is real and to hopefully sniff out what is BS. Oh sure, there are plenty of shiny objects for marketers to chase and we will. That’s the human nature part of this whole thing. But what we are seeing now is that there is something that, while not sexy, simply works in the digital world. That thing is e-mail.

Take a look at the findings of research by Chief Marketer as reported by eMarketer.

The chart has a lot of other very interesting techniques that marketers use and it can be argued that they are all critical. In fact, if you are a strong marketer in the digital age you recognize that there is no silver bullet technique that will win the day. It is the right combination of marketing options that you put together to attract, convince, support, inform and nurture your target market that wins the day. As for the right combination for you? Well, let’s just say that’s your problem to solve.

What e-mail seems to offer marketers is the ability to measure (with a relative degree of confidence) just what is accomplished through that particular channel. Open rates and more give marketers a decent feel for what is happening with their message.

More importantly, it seems as if the pendulum may have swung back in the other direction with e-mail. What do I mean by that? Well, the supposed death knell for e-mail was spam. While email spam is still a problem, email providers have done a much better job of filtering out that spam which now makes email something that cuts through the clutter rather than adding to it. I personally make sure that anything I feel I HAVE to read or attempt to know must arrive in my email inbox. It’s my way of separating that message from all the other increasingly annoying noise that is today’s social media.

As with any good thing it’s not perfect but guess what, neither are the rest of your marketing options.

How do you view email in light of these findings? How do you use it? Is it something that you rely on differently than other channels both as a marketer and a consumer?

We always love to hear our readers opinions because it’s these comments that often uncover the real information our other readers can use. How about joining the fray today :-)?