THINKing

Email: It’s Not Dead. It Says It’s Not Dead.

Fans of Monty Python and The Holy Grail will recognize the headline allusion above. According to the latest poll by SubscriberMail, email is not dead. No, really.

As the economy continues to struggle, it is not surprising that email marketers are often called on to do more with less. What is surprising is that 52 percent of email marketers who participated in this March 2008 study reported improved results over the previous twelve months. Email marketers attributed the improvements to optimizing email lists; employing email marketing best practices; improving content, email layouts and creative; and improving message relevancy.

A majority of marketers surveyed by Subscribermail indicate improvements in email performance. Fifty-two percent report slight to significant improvements in their performance, while two percent say their performance is off significantly.

Top obstacles to success, according to survey respondents are:

Delivery - 12 percent

Swamped inboxes - 12 percent

Time/resources - 12 percent