An ongoing discussion in the industry regards whether or not email marketing can be a conversation. The notion that it should be a conversation has quickly evolved into what almost amounts to a philosophy for some. You will hear some very smart people evangelize this way of doing things.
I suspect this view developed from a way of driving home the point that in general, email marketers are often damn lousy at doing anything other than shouting sell lines at people over a megaphone. The message needed to be driven home that if your marketing email content lacked relevance, you were unlikely to have success with it. The nice thing about relevancy, it is usually a win-win for both the sender and subscriber. [Read more...]