Having just executed 3 different (list-based) email marketing campaigns on behalf of a consumer product company with a line of kid friendly, alcohol free hand sanitizers--I'd argue that the age of email marketing is dead and kapoot.
The emails were nicely designed, the subject field(s) were compelling, and the call to action shout outs were green-lighted by 4 unrelated email marketing advisors that received no compensation for their pre-launch opinion.
We sent out at 'best day of the week (tues and thurs), we provided tools that would encourage referrals (we included testimonials and discount coupons). Although the last of the 3 campaigns yielded somewhat better results than the first two, the overall results were abysmal.
With that said, Marc Lore, CEO of Diapers.com has demonstrated that email marketing can work--as long as it conforms to the discipline of leveraging lists that are acquired in-house--NOT acquired lists. And there are necessarily certain nuances to keep in mind. Attached article is from May, Marc was profiled in today's NY Times business section
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