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My 2 featured articles for the week ending Apr. 25, 2008:

1428 - May 12, 2008 - 3.21 PM EST

Is email marketing dead?

While many questions are raised about whether eMail marketing can remain an effective marketing channel given the large amount of spam invading people's in-boxes, spending on the channel continues to increase nevertheless. So the question is, will it continue to do so, and if so, for how long?

To be sure, some email marketing companies have embraced Google Adwords. One such company is Bronto Software. Durham, North Carolina-based Bronto has undoubtedly benefited from the rise of the on-demand software model, with potential customers who once may have shied away from the model no longer considering it a novelty thanks to the success of companies such as Salesforce.com.

DJ Waldow, Bronto's client account manager and one of the first five employees at Bronto said "today, there's quite a bit of excitement around e-mail marketing and taking it to the next level of sophistication should keep some people busy for at least the next two years or so."

A key differentiator for Bronto is the work it has done with its clients, helping to keep them up to date on important industry changes and advances in ad serving technology.

Overall, Waldow credits the fact that companies in the space are now publicly traded, with raising the profile of the industry. "The online marketing community as a whole is realizing that there are techniques and approaches that can raise e-mail to the next level," he added.

In recent months, the overall level of sophistication among even smaller and medium-sized e-tailers has risen sharply. Bronto works to be viewed as a thought-leader and participant in the larger discussion around e-mail marketing, using blogs to interact with customers, many of whom are marketing departments that are eagerly learning about the emerging trends within email.

Waldow added "our goal is to make them better Internet marketers. He said he often spends a full day with a customer, going over campaigns to discuss what worked well and what could be improved." Read more...

Posted on Businessblog™

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