Need to Read: Drake Morton

Email Use Is Not — I Repeat, NOT– Decreasing

by Morgan Stewart, Wednesday, October 13, 2010

In the landscape of communication between brands and consumers, I happen to believe that email is the foundation for building great relationships.

For example, mass media plays an important role in building awareness and long-term brand value. As Jim Spaeth of Sequent Partners pointed out recently, a considerable portion of Procter & Gamble’s balance sheet has nothing to do with its quarterly sales. Instead, it is wrapped up in the name recognition of the brands the company owns. Email will never be able to drive that kind of awareness on its own, but it can help build loyalty and influence purchasing behavior among current customers.

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