I ran across this post just the other day and found it extremely interesting as I am looking at other, newer, was to communicate with my clients and perspective clients.
I realize it’s a bit long, but it’s a good read.
of Criterion.B, overseeing client strategy and company culture.
Email Is Not Dead, It’s Evolving
hate being marketed to via email. In all actuality, research supports that people read most of their emails and
do not mind frequent emails as long as they are relevant, interesting and
specific to their needs.
Email marketing gets a bad
reputation as one of the more spammy marketing channels. The Federal Trade
Commission even governs how businesses can send emails to consumers via its CAN-SPAM Act, which establishes requirements for
commercial messages, gives recipients the right to unsubscribe and spells out
tough (read: up to $41,484) penalties for violations.
Europe is even tougher. On
May 25, the European Union’s General Data
Protection Regulation (GDPR) went into effect, which will
significantly enhance protection of EU citizens’ personal data and require “businesses
to protect the personal data and privacy of EU citizens for transactions that
occur within EU member states.”
So, what is one of the biggest ways this will
impact marketers? Under GDPR, organizations can only email those who have
consented (opted-in) to receive email. Failure to comply could mean fines
exceeding 20 million Euros or 4% of annual global turnover (whichever is
But this does not mean email is dead. A whopping 59% of B2B marketers report that email marketing is their most effective channel for generating revenue, and marketers continue to find ways to innovate (emojis in subject lines, anyone?).