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B2B 101

150,000,000,000 emails deleted unread every year 

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So another survey says, and I can believe it. But is that a bad thing? Isn't that the point of email? Better an email deleted unread than an envelope in the recycling bin unopened?Direct marketing is never a precise art, but email is harmless. Yes, we all delete emails unread, but does it bother us? I know some people get stressed about spam, but it is just a click of the mouse and it is gone. No point in getting stressed about that. I would like to know how many envelopes go into the bin unopened every year, and how many telephone calls are slammed down. My pet hate at the moment is the recorded message calls. Intrusive, frustrating and pointless, in my opinion, but email is the softest refusal of all, and does not leave such a bad taste in the mouth. So, we should invest in the medium more. Iron out the wrinkles, improve the security and therefore the confidence of users, and cut out the obvious, genuine spam. Erectile disfunction is a serious issue, but personally I can cope without the assistance of Canadian pharmacies. Figures like 150b are shock and awe headlines, but this is one we should not be too concerned about. 100b were opened. We should be working together to improve data capture and availability, to allow better targetting. Then we can claim to be just a little bit greener too.
Published Apr 21 2008, 10:33 AM by Hugh Bessant

Comments

by Roland Butter
April 21, 2008 4:14 PM
 
Good point well made. As so often happens, email falls victim to it's own measurability. This survey was obviously carried out by the grim reaper on a slow death day.
 
 
by Roger Christiansen
April 21, 2008 4:34 PM
 
I'd rather have 150BN unread emails than 150Bn unread DM pieces as this is much better for the environment
 
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