Murphy's Law

Tom Murphy

Tue, 24 Sep 2002 07:13:43 GMT

E-mail isn’t dead yet…..
The advent of e-mail has changed the professional lives of PR people irrevocably. It’s faster, more efficient and easier to manage than phone and fax, but it has also brought additional pressure, information overload and spam. Spam is the big worry, as the volume grows, so E-mail’s effectiveness is reduced and it becomes harder to rise above the noise. (By the way Cloudmark continues to impress!)

But the spammers haven’t won yet. A survey just published by Digital Impact Inc. (excuse their Flash) shows that that 79 percent of respondents have a neutral-to-positive view of e-mail marketing and 71 percent have purchased a product or service based on e-mail marketing. Rather than killing e-mail, spam is benefitting those who utilize permission marketing techniques and target e-mail commuication at people who care. There are lessons there for PR.

On a related matter, MarketingSherpa have published “The E-Mail Marketer’s Guide: Hard Data for 2002” that looks at the use and success of e-mail marketing. Among the findings, e-mail marketing accounted for 15 percent of online sales last year – an increased of 12 percent year-on-year. 64 percent of Internet users check their e-mail at least twice a day and about one third of all e-mail is spam. You can purchase the report here.

Written by Tom Murphy

September 24, 2002 at 8:13 am

Posted in General

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