A recent blog post from Email Insider highlights the fact that, despite email marketing delivering a return on investment (ROI) that's probably way beyond what the measurable stats suggest, many companies are still reluctant to allocate resources to email marketing.
Why not? Because just isn't sexy any more? Because they think no-one uses it? Or because email is so far 'below the line' that few agencies will suggest it to a client, let alone put their best creatives on it?
No, it's because ROI isn't a factor when calculating the next year's marketing budget. If that's true, it's a bit depressing that even in the current economic climate there are plenty of companies content to just up the budget by 5% or whatever and assume the 'tried and tested' stuff will do the trick.
Whatever happened to a belief in that Anthony Robbins quote "If you do what you've always done, you'll get what you've always got."
