A chart in the “Forrester Wave: Email Marketing Service Providers” report (see below) I talked about end December shows that the main impact of the recession on email marketing is actually not a bad one.
Due to the crisis 48% of email marketers focused on making their email communications more relevant.
I repeatedly said that in social email marketing you want to focus even more on the content of your emails to make them sharable. However, of course your business content should always be relevant and important, regardless the medium.
Relevant content in emails is not only important because of sharing. It’s also crucial for getting your email marketing basics right: reaching the inbox, getting your emails opened and generating good old clicks.