Email's Global Warming

George Bilbrey

Last month I called out some of my deliverability friends for focusing too much on inbox placement and not enough on the revenue implications of mailing less. Sometimes “more, more, more” is the right answer at the individual level.

Unfortunately, the sum result of all those decisions to send more mail is that we’re sending a lot more email collectively. Many “more, more, more” proponents don’t see the broader, “environmental” impact of constantly taking that approach. They think the deliverability folks (like me) are alarmists, and refuse to believe that the email ecosystem is going to change. They’re wrong.

I spend a lot of my time working with mailbox providers...

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