Email Evolution: Marketers must embrace 'more human' characteristics of social media

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 2/3/11

Email isn’t dead but it is broken, said video blogger and entrepreneur Gary Vaynerchuk, the featured keynote speaker earlier this week at the Direct Marketing Association’s Email Evolution Conference..
The culprit, Vaynerchuk said, is an email industry that is too self-referential, focusing on brands and promotional offers instead of the interpersonal, “more human” characteristics of social media.

“I am firmly convinced that nobody in this room cares about their customers enough,” Vaynerchuk said, to an overflowing audience of about 500 email marketers and exhibitors. “All we’re doing is pounding people’ faces. We’re talking too much. In the ecosystem we live in now, based on word-of-mouth, the currency is trust, appreciation and humanization.”

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