The Email Experience Council recently held a poll asking “Is email marketing is an art or a science? The results are in today with 65% voting for science.
I was one of the 65% and chose this response because I believe that you can take the creative out of an email, but you can’t take away the science behind running the campaign.
Yes it’s possible to have a successful text based email campaign (at one extreme) but if you aren’t talking to the right people at the right time, then there is no point.
Of course, the ultimate answer is that for a successful email marketing campaign, you need the creative to be spot on and the database to be not only accurate, but ideally warmed up and ready to respond too.