mediapost.com – One of the advantages of going before heavy hitters like David Baker and Loren McDonald in the Email Insider lineup is that I get first crack at hot topics. Like this week’s for instance: email and the recession. Loren and David were both lining up to make some comments on the topic, and hopefully my brilliance won’t intimidate them too much from chiming in on their own columns this week. And actually, even I’m not the first to talk about it: Elie Ashery was first up with a column this week on the Email Experience Council blog:
My theory is pretty straightforward. While a recession is certainly not good for anybody, it may have a beneficial effect on email marketing. Or at the very least, email should be less affected by a recession than other marketing channels. Because of email’s low cost, high ROI value and the fact that it is a proven medium, marketers might see themselves directing more marketing dollars to this channel as a sure thing, and away from less proven (mobile marketing, RSS), less direct (banner advertising) or less costly (SEO) channels. Good old email: it works, it’s cheap, and my return is high. It’s a safe harbor in troubling times.
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