Is email marketing a ‘failure-friendly’ channel?

Is email marketing a ‘failure-friendly’ channel?

Marketers are incredibly split on whether email marketing is a channel that’s forgiving of mistakes. Litmus polled more than a 1,000 marketers and roughly a third said email was “failure-friendly,” another third said it wasn’t, and the remaining third was unsure. How marketers feel stands in sharp contrast to how most experts feel. Litmus spoke to email veterans at Barkley, Adobe, Email Optimization Shop, Oracle, RAPP, and Adestra about this issue. The vast majority said that failures in email were, at the very least, less painful than in other channels, and at most, necessary for optimizing the channel. Easier, […]

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