Guy Blackden is Director of Strategy, EMEA at DWA Media, Inc. He is responsible for developing innovative communications solutions to ensure DWA's clients achieve maximum value from their media investments as the media landscape evolves. He was previously Head of B2B at Mindshare and Managing Director of Carat Business. Over the years, Guy has helped to build awareness and brand value, online and offline, for an array of global clients including IBM, HSBC, SAP, BP and Philips.
Smartcuts author Shane Snow sent 1,000 cold emails to high-level executives. The silence was deafening.
The almost-zero response from this massive experiment reflects the experience many marketers suffer through themselves. Yet the potential business generated from email marketing is far too great to ignore:
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