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No question, email marketing is a cost-effective, quick way to reach out to customers and (if done right) generate leads. And this cost-effective and efficient marketing vehicle becomes even more attractive when a recession hits.
Recently, Forrester Research reported that email marketing in the U.S. will reach $2 billion by 2014. They also predict that in five years consumers will opt-in to receive over 9,000 email-marketing messages annually.
While this news may motivate you to shift more dollars into the email bucket, move cautiously. We’re already seeing the threat of email marketing backlash.
An article from BtoB warns against increasing your volume of emails. Arguments against include:
- losing subscribers who will start ignoring you if you bombard them with too many messages
- increase in spam complaints
- actually doing serious brand damage
Email marketing most definitely has its place in both tough and strong economic times, but just like with anything else, too much of a good thing can be bad.
Tags: email marketing / forrester / btob