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EMAIL MARKETING: The changing face of email

Email is not dead, but it is changing. Integration with social media, mobile and video is now key to successful engagement. Amanda Saint reports

Email marketing is still the most popular channel for B2B marketers to communicate with their existing and potential customers. From humble beginnings, as simply text with a few hyperlinks, today email marketing is a sophisticated tool that can provide great customer insights, as well as help organisations achieve a host of objectives.

Despite the progress made though, some now feel that email has had its day. This relative minority believes overcrowded inboxes, combined with the rise of alternatives such as social media, video and mobile marketing, mean that email is headed down the same route as its predecessor, direct mail.