“Getting a legitimate e-mail marketing message to a consumer’s inbox has become progressively more difficult, and with coming changes around authentication, reputation and accreditation systems, it’s only going to become more complex. E-mail service providers are taking a leading role in educating both marketers and consumers about the changes, but the key to success is seen by many to be quite simple, in theory at least: marketers must send relevant messages. ”
– These times they are a changin’. Email marketing, in my opinion, is here to stay. You can see it in the way it is talked about and the id systems that are currently being designed around email. This is not necessarily a bad thing. I like the Sharper Image catalog that I receive via snail mail. I also like certain emails that I receive from specific companies. In the end it will be a bigger business then ever before with reputable companies fighting for market share, consolidation and email marketing powerhouses bigger then anything that exists now. The real difference is that email marketing will be more consumer friendly or, more then likely, cause consumer indifference. Which means that the consumer will accept it as a fact of life, like billboards on a highway or commercials on the radio. -ed.