Cold emailing will ‘flush marketers’ reputations down the toilet’

Marketing professionals should be aware not to make cold emailing a “core business proposition”, an expert has warned.

According to Matthew Kelleher, commercial director of behavioural marketing group RedEye, sending large amounts of mass emails may have an adverse effect on consumers.

Writing on E-consultancy, he pointed out that the key benefits of email are “targeting, relevance and quality”, which means that the platform may not be most effective as an acquisition tool.

“Any email marketer who thinks that consumers expect and deserve regular, mass email marketing will find their reputation and results flowing rapidly down the toilet,” Mr Kelleher commented.

He added: “Email marketing is a retention tool and [when] used cleverly, it is the ‘killer app’.”

Mr Kelleher conceded however, that the rise of permission marketing and opt-in has expedited the decline of open-and-click rates.

Michelle Eichner, vice president of client services at Pivotal Veracity recently advised marketers that using “compelling content” in emails will encourage readers to deliver the “much sought-after click-through and conversion”.