There will come a time in the near future where promotional email will reach its saturation point, recipients will be less interested in receiving your messages, open less, click less and opt-out more… so as an online marketer you have to keep your eyes on the horizon and take steps toward the next big channel.
According to an eROI survey of US high school and college students, 60% never or hardly ever read marketing emails because companies don’t speak to them effectively. This may be your current (definitely your future) audience, so as marketers we need to determine ways to reach our recipients. The targeted, 1:1 techniques some companies dabble in today are going to become the lowest common denominator in the very near future.
Our communications infrastructure will become faster, mediums will evolve and our recipients will become savvier. These evolutions require your focus on the bond with the recipient, meeting their needs early and consistently gives you a better shot at obtaining the information necessary to create the targeted messages required to reach them.
