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DIGITAL MARKETING: Breaking e-mail down barriers

B2B marketers need to look beyond the obvious when it comes to using email and other interactive marketing channels, in order to cut through the clutter.

Email is receiving something of a bad press at the moment with consumers, business people and marketers finding it increasingly difficult as a way of reaching potential prospects, although it very definitely has its place as a way of keeping existing relationships with customers alive.

Leaving aside issues of growing unhappiness with the amount of spam clogging up executives' inboxes, marketers who insist on using email to try and reach cold prospects are facing an increasing numbers of barriers.