The pool is closed, the kids are headed back to school, and all hope seems lost. But wait! Holiday Season 2012 is just around the corner, and you are your company's Email Marketer Extraordinaire. These next few weeks are your moment to shine, and you have the opportunity to not just rake in the big holiday bucks, but to totally blow your sales targets out of the water (and to show off some outside-the-box thinking in the process).
I often call list growth "The Holy Grail" of e-mail marketing—it's one of the most desired, yet elusive, goals of any e-mail marketer. According to a recent study by Forrester Research, "finding new e-mail subscribers" (44 percent) and "retaining existing" ones (29 percent) rank among the top five challenges e-mail marketers say they'll face during the next two years, consistent with survey results from many years prior.
In many ways, the nearly 10-year-old spam debate in this country has mirrored the great national political debate, with highly polarized sides, many ups and downs, and glimmers of productive industry cooperation here and there. If you look back at the past eight years in this country, you can rightfully wonder whether we've made any progress and are on the right track.