Like a megaphone, email marketing is a great tool to speak to a big group of people that need to hear a message.
But it’s a terrible tool to speak to people that want a personal conversation.
When we speak to businesses as customers, we usually want them to solve our individual problems with their products or services. Not to treat us as part of a crowd with one-way conversation.
Businesses that thrive this decade will be those that can have meaningful, personal conversation with thousands of customers and solve their needs.
The ones that will fail are already preoccupied with growing their marketing lists.