Commentary

Stewart: Email Marketing Moving to 'Adult Table'

Trendline Interactive's Morgan Stewart suggested that email marketing should be re-branded as just "marketing." In other words, it's not a silo, but a full-fledged tactic that should be considered as a critical part of any marketing program.

He said if email marketing has been at "the kids' table at Thanksgiving.” it's well on its way to the adult table, where it can talk turkey with the best of them.

“We're influencing the direction of marketing, of brand(ing),” Stewart said.

One benefit: as many media are crying out for better metrics, email is far ahead.

Also, Stewart said the content in emails is taking on a new iteration with customer interaction becoming increasingly important vis-a-vis the hard sell.

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