WebProNews

A reasonable amount of time has passed since those consecutive days of 100+ point plunges on Wall Street.  Still, a recession seems to have already started, and marketers are now looking to email to get them through it.

We've seen scattered evidence that online advertising will carry on better than other types - a survey of 50 tiny businesses here, the statement of a small company's spokesperson there.  That was all fine and well, and we were willing to believe it.

But we're also happy to hear from Bill McCloskey, who states, "While a recession is certainly not good for anybody, it may have a beneficial effect on email marketing.  Or at the very least, email should be less affected by a recession than other marketing channels. Because of email's low cost, high ROI value and the fact that it is a proven medium, marketers might see themselves directing more marketing dollars to this channel as a sure thing . . . .  It's a safe harbor in troubling times."

McCloskey then cites a host of industry experts who more or less agree with his assertion, and the name of Avenue A/Razorfish alone should turn some heads.  A recession is still a recession - there's no cause for cheering - but it looks like email may provide a way for marketers and their companies to survive without too many bruises.