The Death Of Email Marketing? Threats & Future Email Strategies
Chapter Twelve Sample
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Chapter Twelve Sample
The death of email marketing?
Threats & future email strategies



Many webmasters and Internet users are getting rather sick of the amount of marketing material hitting their inbox these days. And who can really blame them? I get a plethora of non-related email offers in my inbox each day and it frustrates the hell out of me. In the last 10 minutes, I've received 20 emails peddling a prescription drug that I have no interest in.

But I also recognize the importance of email marketing for my own online business. I don't even consider it to be a "necessary evil"; it's a valid and valuable strategy for any ecommerce oriented site. Since the dawn of commerce, business owners haven't succeeded by opening shop, then sitting back and waiting for customers. They've had to compete - initially by standing outside their stores and yelling in the marketplace - and from that point, active advertising was born.

Email marketing today - the challenge

The main problem or those of us who use ethical means of email promotion is that we become sitting ducks for those rightfully angry webmasters and surfers who cannot vent their anger on those spamming gangs that apparently cannot be caught.

If you're involved in B2B (Business to Business) enterprises, you can no longer simply visit relevant sites, assess the site for compatibility with your offer and then contact the owner. This is considered spam by many now, as the real spammers who buy lists of millions of addresses for under a hundred bucks use that ploy in their approach - even though they have never visited the site. It's a shame.

I'm noticing more and more sites in the last few weeks using blocking and filtering software - the uptake of this technology has been pushed along by the recent spate of email viruses that brought many companies to their knees. We were one of the businesses affected by the garbage generated by the virus onslaught and while I really hate to do so, I'll probably start implementing filtering/blocking solutions myself very soon.

Yahoo, AOL and some similar services allow people to report supposed spam with a single click. Again, this doesn't stop the professional spammers, but it does affect legitimate companies.

I know of many ethical operators whose subscribers no longer receive their newsletters etc. in their inboxes because a couple of idiots on their list have either forgotten that they subscribed or are just being plain malicious. The valid emails go straight to the bulk folders and few users really go through those folders. The mail is simply automatically deleted after a specified period.

The only people to really benefit from all these anti-spam solutions are the professional spammers and the lawyers who will make a bundle through prosecuting the little guys they manage to catch - and believe me, many truly innocent webmasters have suffered and will suffer. Regardless of whether a law suit is successful or not, a price cannot be put on the downtime and stress caused by threatened legal action.

Email marketing today and into the future



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