"I’m an email marketer at heart. I love the ability to personalize a message and deliver that message at the right moment in time-I love delivering those messages, and I love receiving them. When email marketing is done right, there is just no better way to communicate with a prospect. And that's a hill I will die on."
"But you know what? They're not wrong. Too many organizations-particularly in the B2B and SaaS space-have abused email as a channel. Because it's free, because you can "deliver" a message that you want to anyone with an email address, and because it's "trackable" to see who engages, we have mistaken email's true purpose-to build a relationship between a brand and a person-with our own selfish purposes-lead generation."
Email marketing enables personalized messages delivered at precise moments, creating strong communication with prospects. Many marketers increasingly associate email with spam due to widespread misuse. Organizations, especially in B2B and SaaS, treat email as a free, trackable channel and prioritize lead generation over relationship-building. Acquiring consented email addresses carries real and intangible costs, such as advertising spend and the value of trust. Sending unexpected messages erodes that acquisition investment and can lead recipients to delete, ignore, complain, or unsubscribe. Restoring email effectiveness requires recognizing its purpose as relationship-building and aligning tactics with consent, relevance, and timing.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]