Last week I published a post on why people are unsubscribing from your email. I shared that post on LinkedIn in a few groups I belong to and seven people had some very interesting insights. One person talked about how you are always going to have churn in your email list, it’s human nature as people go through life and change careers, interests, etc. He also warned that what you should look out for and monitor whether or not your unsubscribe rate exceeds your normal level of churn. (For example, we normally have a .08% churn rate per email). This added great value to the conversation. But one person in particular said that email marketing is push marketing and push marketing is dead and I’m totally okay with people not agreeing with everything I say, but I disagreed with her on this point.
I don’t want to quote this person out of context and so you have the full background on what I’m about to disagree with here’s what she had to say:
(I blocked out her last name on purpose).
Well I don’t think so, and here’s why:
- In this information overloaded society we live in, I don’t have time to go out and search for content, a coupon, a special deal. I’d much rather have it delivered up to me on a daily or weekly email and then filter through it. That being said, I know there are many people who can’t handle their inbox, and to those people I say then don’t subscribe to email lists and be careful who and where you give your email address. It’s that simple.
- Secondly, you could also argue that social media is like “push-marketing” because a lot of businesses don’t know how to use it properly to engage with their audience. Yet, social media is far from dead, wouldn’t you say?
- Third, re-targeted digital ads are push marketing. It’s exactly what Google and Bing do when you browse the internet for something, don’t make a purchase and then suddenly on every website you go to afterward — including your own email inbox, you see related ads to what you were browsing for the day before. It seems like subliminal messaging but it’s push marketing too.And speaking of the “digital cookie” … it is in jeopardy. To see why it will come to an end, how you can see who is tracking you and the creepier technology that might be coming to replace it, see this article from Forbes: “The web cookie is dying. The creepier technology that comes next.” by Adam Tanner
Image credit: iPost.com
So what do you think? Do you think email marketing is dead?