clipped from www.e-consultancy.com

The use of email marketing to drive customer acquisition is in significant, and terminal, decline.

email is not a customer acquisition tool. In fact it never has been, but in the early years of the media, the novelty of receiving email meant that acquisition and lead generation emails wereopened and clicked on.

Any email marketer who thinks that consumers expect and deserve regular, mass email marketing will find their reputation and results flowing rapidly down the toilet.

Email marketing is a retention tool, and used cleverly it is the ‘killer app’. 

Cold emailing as a core business proposition just doesn’t work because the need to flog as much data as possible is totally contrary to email marketing’s core requirements - targeting, relevance and quality.