It's a compelling legacy for the industry and shows our ability to adapt to subscriber needs and the technology available to us.
However, I would say that none of these F words mean anything if you don't got the R word - Relevancy. It's the single most important attribute of an email marketing campaign and still many marketers don't have specific goals to achieve it. Sure, we are measured on list growth and response rates and even subscriber satisfaction - which could be proxies for relevancy. But we don't have specific and measurable goals around creating compelling and engaging subscriber experiences.Â
If there is any hope for email marketing in 2008 and beyond it's got to be around creating relevancy. If we can create great subscriber experiences, all the other things fall into place - higher revenue, higher LTV, more engaged files, larger list growth.