Having observed the email marketing industry the last 15 years, I’ve come to the conclusion that our beloved channel is entering its next phase: adulthood.
Although I foresee no really revolutionary changes that would immediately disrupt email marketing, several shifts are happening now that require your attention and action.
If not, your company could get passed up by more forward-thinking and nimble competitors, leaving significant revenue on the table, under-serving customers, and undercutting your other marketing channel.
These shifts are helping to create a new email-marketing paradigm with six essential buckets of ideas:
Deliverability: From obstacle to competitive advantage. Smart email marketers recognize that everyone is dealt a pretty level deliverability playing field. So, rather than bemoaning ISPs, blocklists, spam traps, etc., they are becoming proactive and deploying practices to stay ahead of competitors in inbox placement