I posted last week about the predictions from Litmus (based in part on research from earlier in the year). It just re-affirmed what we’ve know for over a year about the future of email as a publishing and marketing platform. It’s a great future for readers and customers, but terrible for marketers who took a wait-and-see attitude.
- Open rates are no longer reliable.
- Tracking in the browser will probably also no longer be reliable.
- The reliability of the above will only lessen in the months and years to come.
- Dependable deliverability is likely to decrease due all of the above.
- Why should we trust email analytics?
- What are email service providers still able to truthfully promise to customers?
- When are the first lawsuits coming from those who bought into the promises that decreased their open, click-though, and deliverability rates?
- What should we do now?
- We shouldn’t.
- Not much.
- Small businesses are already angry. When big businesses discover the obvious contradictions, that’s when the gold rush should begin for lawyers.
- We should do what we always should do. Concentrate on providing value more than asking for value. The rest is out of our control.