The social nature of the Internet is changing e-mail marketing for the better. The old mentality: “Just send it; it’s cheap.” The result: High subscriber fatigue, inconsistent inbox deliverability, declining response rates and virtually no ability to forecast or predict response.
The low cost of e-mail marketing blocked any incentive to do the right thing by subscribers. Now, subscribers find they can easily connect to brands in other ways, and they demand that e-mail messages be more relevant and inspiring. If not....