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Email marketing future

Written on
Feb 13, 2009 
Author
Edward Barrera  |
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Email marketing future

googlemail.jpgADOTAS — What is going to happen to email marketing, when today’s teens become tomorrow’s adult consumers?

Already there is a sense that email is looked at as archiac with teens viewing “e-mail as something you use to talk to ‘old people,’ institutions, or to send complex instructions to large groups. When it comes to casual written conversation, particularly when talking with friends, online instant messaging is the clearly the mode of choice for today’s online teens.” Will they take this attitude as they move into their 20s?

I mentioned this to Mason Wiley, vice-president of marketing at Hydra, an affiliate advertising network. He said his 15-year-old daughter told him not to send her emails anymore since she never checks her email. She told him to only send her Facebook mail.

“This reflects confirmed industry trends that show teenager abandonment of stand-alone email in favor of email integrated with their social networks,” he wrote. “Our publishers have also noticed this trend and more of them are using social networks to engage the younger generation.”

Jason Walker, Chief Operating Officer at Hydra also sent a note, that “along with our growing search/ppc channels, so grows our social media marketing. We have a handful of high volume publishers that are gravitating towards and making work; social media traffic. I would agree that social media built in email is more popular for kids.”

Email is not going anywhere, email marketing campaigns still work, but it does look like it’s evolving. You wonder how the ad industry will transform it.





Reader Comments.

You cannot draw assumptions about what a person will do when the are a teenager and compare that to what they will do as an adult and in the job market. I guarantee that the 15 year old will be communicating with the boss via email, not facebook, when it comes to joining the work force.

Posted by Bill McCloskey | 3:57 pm on February 13, 2009.

Bill,
My question is will email be the standalone it is now or will it be part of a larger social network like in facebook.
When it comes to technology, anything will be possible in ten years.

Posted by Edward Barrera | 4:16 pm on February 13, 2009.

I think it will be a combination of many things – email will continue as a stand alone – consumers will continue to receive opt in commercial messages with relevant content and email is still the best format for multipart messages such as a sale on various styles of cameras from an electronics retailer with details and descriptions on each etc. other forms of communication may replace it for singular messages like free shipping on all inventory from the same retailer. the same goes for content newsletters and personal communication – some messages will best be conveyed in email. as long as that is the case consumers will continue to check email with regular frequency and email marketing of all types including stand alone messages will continue to have a significant place in the marketplace.

Posted by allan Levy | 11:00 pm on February 13, 2009.

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