If you’re an email marketer, you know that to be an effective email marketer is to be a salesperson, copywriter, and creative director all at once. However, from a consumer’s perspective, email marketing is often seen as one of the more annoying branches on the great tree of marketing.
It doesn’t have to be this way. Email marketing should be a mutually beneficial exchange between a brand and those that are interested in what the brand has to offer. I’m not sure exactly when, but somewhere in the universality of ecommerce, marketers lost their way.