Email won't die in 2008, but unfortunately neither will spam. Marketers will make use of the medium in the new year as they have before, and a couple of industry observers have thoughts on that usage.
Email marketing firm Small and medium sized businesses should take care with their email advertising efforts this year. Stefan Pollard, Director of Consulting Services, EmailLabs, said on He also sees issues with major brands, who may opt for reach and quantity over segmentation and quality. In Pollard's view, consumers are getting tired of all too regular mass-mailed specials, and engagement will suffer as a result. In other words, it's nice to have a special to offer the list, but a more personalized mailing based on a sophisticated look at the recipient's interests and recent visits to a brand site will be more effective for advertisers. Both Pollard and Blumberg agree on one technology that they think will complement email in 2008. Mobile devices, offering email advertisers the ability to reach customers via SMS, should draw more attention this year.Google Won't Do Email Advertising In '08
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