The Spider world

The great tragedy of email, is that a great amount of it is never read. Marketers spend copious amounts of time developing content, segmenting markets – only to read reports which tell them their email was never opened.

The problem with email marketing, is it relies on interrupting the recipient at precisely the right moment when they are willing to read your email. Catch them a few moments earlier or later, could spell the difference between being opened and read, or pushed aside and forgotten.

In markets such as Singapore and South East Asia where SPAM laws are relaxed, the problem of interruptive email marketing is chronic. It is no wonder email marketers spend so much time calculating the best time and day to interrupt the recipient with email. No one wants to open them.

Even readers who double opt-in forget they have subscribed, get annoyed by the intrusion, and report the email as spam.

Online banner advertising is not much better. It is still highly interruptive. Search marketing is an improvement. At least it tries to create a positive user experience by tying relevant, non-obtrusive ads to searched keywords.

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