Email marketing is atypical from most marketing channels. In an ideal world email does not invade a person’s universe unless invited. (Exclude the Spammers ) Email is unique, with its best feature being the ability to send “information” to people who are actually interested in that “information”, at a time they are interested in it. Not true for those other s advertising avenues known as mass media. Mass media advertisers want everybody as an audience with the goal to increase consumption of their products and services. Mass media, (TV, radio and other innocuous vehicles such as newspapers, magazines and some social media) doesn’t care who their messages reach as long as they do. Email is so much different, it’s based on an audience that is opt-in to the message of the list. An email group solely interested in motorcycles maybe more receptive to an ad from Progressive Insurance (as a list sponsor) then contacting Progressive after watching a Progressive ad unfold on TV.
