This DMNews article titled "Savvy retailers turn to email to improve P&L in a down market" takes a look at marketers who are trading in direct mail for more cost-effective email.

However, there’s a crucial flaw in the piece: Retailers who are just now embracing email are hardly savvy. On the contrary, they’re painfully late to the game.

Wait let me double-check the date on the article. Nope: It says 2008, not 1998.

Takeaway for marketers: Imagine where a "savvy" marketer’s email program would be had it begun a decade ago. Are you laying a foundation for success five or 10 years from now?

This entry was posted on Saturday, June 28th, 2008 at 8:47 am and is filed under Marketing Stuff, Marketing Takeaways.