Hey Groupon. Thanks for fucking up email

Daniel MonheitIn this guest post, Daniel Monheit warns that group deal overload is devaluing email marketing

Email marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.  

But that was before Groupon, Cudo, Living Social and the rest of their deal-a-day cronies came to town, bringing an onslaught of ‘hand picked special offer’ emails with them.

The average Australian is now waking up to more emails than they could ever hope to read, let alone action. By the time we’ve poured our morning cuppa, most of us have already ignored/deleted a dozen of them touting cut-price pedicures, two for one laser hair removal, $12 teeth whitening and all you can eat Nepalese food.

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