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Maturation leads to saturation
Cost-efficiency pushes e-mail to the fore, but inbox glut means messages must stand out

BtoB Magazine
Mary E. Morrison

There's good news and bad news about e-mail marketing this year. The good news? There's a renewed focus on e-mail because of the struggling economy. The bad? There's a renewed focus on e-mail because of the struggling economy. Marketers increasingly are relying on e-mail marketing as a cost-efficient way to connect directly with their customers and prospects, and, as a result, their efforts have become more sophisticated. At the same time, however, those companies are contributing to the ever-growing problem of e-mail saturation. With more e-mails competing for attention, marketers have to work harder than ever to prevent their messages from being thoughtlessly deleted—or worse, prompting an opt-out. Full Story >>

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