Lexicon Essay: Email Marketing
Many of us spend a considerable amount of time each day attending to email. We may have one account or many accounts, for personal and business use, that link us directly to many invisible facets of the now seemingly “weightless” world that we have constructed, per the post-materialist description of contemporary society provided via the perspective of Mark Deuze (Deuze, 2009). The invention of the internet in the early nineties has propelled an expansive wave of digital innovation capitalizing on this invisible space from which we connect to the world, our personal and professional networks, conduct research, conceptualize our own ideas, seek out and consume information. Email, a direct and almost immediate product of that development, now provides a primary means of communicating and sharing information that far exceeds previous methods in innumerable ways. Because of its now omnipresent existence within our lives and its direct connection to the invisible digital environment that we inhabit, email marketing has become an integral aspect of any organization’s strategic marketing foundation. This paper will be analyzing the history and strategies of email marketing, illustrated with examples from one specific case study, and illuminated by six terms: communication, system, choice, quality, technology and sustainability. (Click on link to read more)
