Email marketing in 2021. With all the hype about social media marketing and new technology coming on stream, how viable is email marketing as a way for businesses to stay in touch with customers? And, more specifically, how viable is email marketing as an important part of a campaign.
Email marketing in 2021. It’s difficult for me to forecast ahead in times like this. With social media marketing and new technology coming on stream, how viable is email marketing as a way for businesses to stay in touch with customers? And, more specifically, how viable is email marketing as an important part of a campaign?
To answer that, let’s start with some history.
As far as I know, the first email marketing campaign wasn’t actually a campaign. It was a one-off message sent to a list of people that belonged to a specific email marketing list and the list had been started by a company. I’m also sure that the email marketing list wasn’t an opt-in list, but even so, the campaign was quite powerful. For one thing, that message was being broadcast to a list of opt-in people. That wasn’t done by accident – the campaign had been designed and tested.
What was that in the ’90s that email marketing wasn’t viable? The main reason was that there was no spam control. The technology of the time was unable to filter out spam messages. So the campaign was able to bypass the spam filters. As a result, there were all those messages flooding the ISP inboxes and email boxes. That’s the other side of email marketing – it was spamming.
However, we’re in a different world now. The Internet has grown exponentially since the one in the 1990s. The tech is much better and the spam problem is gone. The main reason is that email spam filters are ubiquitous. They are the rule for email marketing and therefore, email marketing is now very safe.
But how safe is email marketing in 2021? That depends on how safe the ISP spam filters become. If spam filters become more comprehensive and sophisticated, then email marketing can be spamming. There’s also the fact that anti-spam filters may also block the use of double opt-in emails. That may cause opt-ins to be viewed as deceptive and that in turn will affect opt-in email as a way to build your list.
The bottom line is that the future of email marketing is in your hands. It’s important that you take steps now to ensure that your email marketing campaigns remain spam free. It’s important that you choose a marketing strategy that is safe.