Email marketing is a channel that businesses should not "ignore", according to the author of 'Unmarketing: Stop marketing. Start engaging'.
Scott Stratten, who is also a businessman, made the claim after recognising the increasing debate over what's a more effective medium - email or social media.
Cited by Brisbanetimes.com.au, the marketing guru said: "Email marketing is alive and well. Don't ignore what has been the backbone of communication for a long time now.
"A tweet will last minutes, a Facebook status will last minutes - and that's if it's even shown in the news feed - but a subscriber [to an email campaign] has to do something with that message. They'll see it in their inbox and to me it's much more valuable," Stratten added. He went on to call social media users "1000th" as valuable as someone who signs up to his marketing emails or subscribes to his blog.
The writer does recognise the benefits of social media though, relaying how he arranged his entire book tour using Twitter. Unmarketing.com event revealed that Stratten has over 114,000 followers on the micro-blogging site, showing that even if he doesn't favour it over email, he's still utilised its benefits to full effect.
Although Stratten concluded by admitting that social media is the sexier thing to favour in the 21st century, to him, email will always be worth more.
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