10 Ways Email Marketing Has Fundamentally Changed

Author:

Wendy Roth

Source:

At the start of a new decade, email remains a vital and valuable channel. But it's not the same channel it was in 2000. Important changes have transformed email from a one-to-one channel to one-to-many and back again. We know much more about what works and what doesn't, and we have the numbers to back it up.
 
Is email still cool? Sure. It's just not the same way it was when it was the shiny new toy that every marketer was scrambling to implement as the 1900s faded away.
 
The best email marketing messages are far more recipient-friendly, relevant, and useful. It's not about just spreading a company's message as far and wide as possible (and actually, it never was).
 
Instead, email today is about each individual recipient: how to gain and retain their trust, send them messages they find most valuable, and market to them where they are, regardless of browser, platform, device, or even channel. Email isn't just about email anymore, either.
 
Marketers who have recognized this fundamental shift and adapted to accommodate today's dynamic marketplace are the ones today who...