The obvious comment by Miles was that the email promos are cheaper and "it's simple, you click and you're there." Keep goes on to say, "The key to e-mail is you send them out and a day later I can see who's looked at my e-mail and who hasn't. I can see who's looked at them and gone to my web site; those are the people you want to follow up on." (I will mention, I have read how a lot of the creatives who receive e-promos find it very creepy that someone may be tracking them via e-mail promo analytics).
However, as I wrote in a previous post, it's seems as if the love affair of e-mail promos is over. At one point, what seemed like not too long ago, I remember reading how creatives loved e-mail promos over physical mailers... now it seems as if that sentiment has largely gone back the other way. Could things have changes so much in a year? I guess with articles like the one in PDN it's not hard to believe photographer's jumped on the band wagon and the amount of e-promo traffic increased to the point of over saturation. I've been sending out e-mail promos (or spamming creatives as some would call it) since about 2005 so I can proudly say I was ahead of the curve... not that that means anything.
I wonder if Miles is still getting the same high click through rates as he was a year ago (according to the article it was about 90 click throughs for every 2000 e-mails). I wonder of he's still skipping the physical promos. I've sent him an email asking, so I'll post and update if I hear back.
As for me. I'm still pumping out the email promos. But, this year I'm actually going to be increasing my physical promo output. E-mail promos will never go away (sorry AB's and PE's) but as with most things in life, moderation is a good policy... and diversity.