If Forrester research is to be believe, email marketing is feeling better. In fact, it seems email marketing is more effective than ever.
Researchers at Forrester have found that attitudes to emails from brands are actually becoming more positive, despite the fact that most people tend to write them off as annoying “spam.”
Business Insider attributes much of this change to the ubiquitous smartphone. I do think changes in online behavior and how much easier it is to check mail contributes to people not minding as much of the “spam.” Why not check your mail and read that newest offer from your favorite daily deals when you’re stuck in line at the coffee shop or grocery store?
BI did give another reason for this change in consumer behavior.
It might also be because, over time, marketers have gotten their act together. The spam you’re receiving is probably more highly targeted and relevant than before, and you probably requested it from your favorite companies.
Some marketers are still pretty bad about email and their marketing strategy. But there are a lot of marketers who are finally getting their act together and investing in their marketing programs and working with their customers to send the right offers at the right time.
Good email marketing drives revenue.