Internet Changes Everything

The trouble with email

I haven't ranted about email for a while. This recent piece just reminded me of that.

Everyone has their own way of using email, and its utility for communication, either work, or family & friends is indisputeable. However, I continue to be sure it is not useful for marketing purposes. A key reason is TRUST:

The one common theme for work or family /friends email is trust. You know who is sending it; you recognise the email address, and the topic isn't out of the blue. Most of the time the content is specific enough that you intuitively recognise the nuances, and in essence you validate the sender.

Spam on the other hand, is usually a surprise. You probably didn't expect that advertisement for resume prepration, careers, mortgage rates, or selling strange items.

Thats one reason I don't believe email works well at all for confidential business dealings, say with eCommerce providers, such as financial institutions, wholesalers, or retailers. Context for such interactions is closely tied to the relationship between the consumer and the eCommerce vendor. So the communication is better placed in a web environment, with the item aligned with the customers overall affairs. This keeps the communication relevant, and in context. It also keeps the communication confidential, and under login/ password.

Email can never achieve this level of trust. Even aside from the matter of lack of security, email can never be viewed satisfactorily in context of the affairs of the consumer. This problem is exacerbated by phishing, which makes email links a non-starter for any organisation serious about customer security.

FTC Warns of No-Spam Registry (TechNews.com)

February 16, 2004 at 11:08 PM in @ My Views @, Financial Services, eCommerce | Permalink | TrackBack (15) | Top of page | Blog Home