Commentary

Mullen: Email Marketing Held to "Higher Standard"

Jeanniey Mullen, evp and CMO of Zinio/VIV, just addressed the dreaded "SPAM" issue in this vein: Email continues to have a challenge -- perhaps disproportionally -- from a perception standpoint.

It's "held to a much higher standard" than, say, direct mail. Direct mail can wind up in a mail box and be reflexively tossed away, but unwanted emails can create a more visceral reaction in consumers.

And so Mullen says that's its "impact on a brand('s)" perception and image can't be understated, and must be managed with kid gloves. 

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