I first started using email in 1996, the year Hotmail was started. It was useless in terms of FE marketing for one simple reason. There were very few people with Hotmail or any other sort of email accounts. None of my friends had one and none of my college’s target audience understood what email was.
It was several years before colleges started using email to communicate with prospects and even longer before we all had websites.
Fax still ruled and mobile phones were so big and heavy that “mobile” seemed to be a misleading description.
So I’ve been using email for FE marketing so long that I suppose that makes me a bit of an expert.
Expert or not, there are lots of words of wisdom written about email marketing, I have to think twice about. So much accepted wisdom is just plain mad. Continue reading