Consolidation is coming to the e-mail industry, predicts WhatCounts President Allen Nance, but its importance in marketing will continue to grow. Even though social media has stolen all the buzz, its dependency on e-mail has been underappreciated, argues Jeff Rohrs, ExactTarget vice president of marketing. "A lot of these folks did not have a basis in early interactive marketing and didn’t know the nuts and bolts of profitability -- and that e-mail was driving a lot of the revenue," Rohrs said.

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