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A Short History Of Email Marketing part 2


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Email was initially predominantly a tool for communications relating to academics and corporate enterprises; in time, however, business owners and marketers came to understand that it could be the future of marketing. Email shifted from simply being a personal communication channel to a way for businesses to engage with consumers.

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A Short History Of Email Marketing part 2

  1. 1. A Short History of EMAIL MARKETING Sending email was free – and a brand could send as many marketing email messages as it chose to. This was a brand new, untapped resource for marketers to take business advertising and branding to the next level. So of course it was open to abuse… So much so that in 1988 the word ‘spam’ entered the Oxford Dictionary. In 1998, the Data Protection Act of Great Britain and Northern Ireland was updated to include compulsory opt-out options for all email marketing. This Act defined processing of data on identifiable, living persons. In 2003, the Can-Spam Law was introduced in the USA. It set the first regulations for marketing emails, and this was followed by comparable laws in Europe. Companies thereafter tweaked their approach to avoid triggering spam alerts, including text all in caps, attachments, exclamation points, and low open rates. In 2008, more than 90%of email marketing messages were spam. One of the most famous email marketing campaigns in history is also considered the “world’s largest spam.” In December 1996, web-hosting company Xoom sent a marketing email to 6 million internet users to advertise their “Email Robot” — an anti-spam filtering tool. Part 2 1996 1998 2015 And 88% of smartphone users open emails on their phone. 2018Best-practice marketing emails in 2018 incorporate: more than 2.5 billion email users globally. More than half of all emails received worldwide were spam. > Pre-header text > Images and video content > Clear branding > Interactive elements > Dynamic personalisation >Mobile optimisation And that’s the end of our very short history of email marketing. Who knows where it will be in 50 years time (maybe none existent as we know it now)…..