What can we learn from the evolution of email marketing over the last 40 years?
Email marketing began with the first mass campaign sent to 400 recipients in 1978. A lot has changed since then. No longer an inter-academic communication system, there will be 3.8 billion email users at the start of 2019, according to Radicati Group.
And despite the growth of other digital marketing channels, email has remained popular and effective. So how can the longevity and success of email marketing be leveraged by other digital channels?
First, email marketing has long-established regulations. Created in 2003 with the CAN-SPAM Act, email marketing has set guidelines and penalties, which, according to Tom Wozniak, provide brands a clear path to running campaigns that are transparent and have a positive impact on the brand. In contrast, other digital channels and advertising have struggled to determine exactly what should be allowed when it comes to user data and privacy.
Second, engagement with users on their terms with users choosing when to read (or not read) a brand’s communications. While some email is spam, despite the regulations, email is a less intrusive way of reaching users compared to banner ads and other forms of digital advertising.
Read more in Wozniak’s post “What We Can Learn From Email Marketing’s 40-Year Evolution.”