Email Dead? Bah Humbug.

Posted by Kevin Kelleher on

“Email was dead: to begin with. There is no doubt whatever about that. The register of its burial was signed by banner ads, SEO, mobile and social. Marketing signed it: and Marketing’s name was good upon ‘Change, for anything it chose to put his hand to. Old email was as dead as a door-nail.”     

The ever-present argument strikes again. But as 2015 winds down and 2016 approaches, will marketers begin moving away from their most prolific medium? Like a timeless holiday tale, email keeps coming back and keeps winning big. Let’s take a trip through the life of email to see how far it’s come and why marketers just can’t let go.

Ghost of Email Past
It was a simpler time. 1999, to be exact. Emails were text-based and marketers sent campaigns with reckless abandon. These were the days of batch and blast. The only analytics that mattered were: 1) list size and 2) how often you could send email to every address on that list. Of course, not everyone agreed with these tactics. CAN-SPAM was enacted to put an end to such carefree advertising. While some—mostly seedy—entities saw the crackdown on unwanted email as an harbinger of a dying mode, others harnessed the power of HTML and CSS to bring creativity to email. These are the shadows of things that have been.

The rest of this post can be viewed on Target Marketing.


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About Kevin Kelleher

Kevin Kelleher manages Analyst Relations at Return Path. He keeps technology experts informed about all the exciting things Return Path is bringing to market. In his spare time, Kevin enjoys running and fencing. Connect with him at kevin.kelleher@returnpath.com

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