E-mail Will Flourish in 2006
Jan 30 2006
I was going through my inbox this weekend to put old emails into their proper email folders to give me the illusion that I’m organized. In the process, I came accross a fantastic MediaPost OnlineSpin email that put some good perspective on what were likely to see in email this year.
Just One Prediction For 2006: E-mail Will Flourish
By Mark Naples (Partner at WIT Strategy)
I should probably write that e-mail will continue to flourish. But, for whatever reason, I get the impression that most folks in our industry simply haven’t even noticed that e-mail has been the killer app this year already, and that doesn’t even include what it’s been doing during the holiday run-up.
Raise your hand if you’ve been notified a dozen times this week that your PayPal, eBay, or other online account has been compromised, or that your Nigerian Rolex has been waiting for you at Customs. Nonsense spam like that almost always originates from offshore, and is mostly blocked by ISPs. Authentication could help cut this stuff in half or better.
Microsoft, Yahoo!, America Online, the ESPC, the Direct Marketing Association, the Internet Advertising Bureau and the Federal Trade Commission have all urged the e-mail marketing industry to adopt authentication standards. The ESPC and Direct Marketing Association (DMA) actually require members to implement an authentication standard. Mr. Baer, who is also an e-mail analyst for Ferris Research, estimated that, despite such measures, 50 percent of all online advertisers have not yet begun authenticating their outbound e-mail, a statistic that he finds shocking. “Sending unauthenticated e-mail messages will lead to a severe decrease in campaign performance and deliverability rates,” he said.
Over time, I hope it does. But, for now, companies executing e-mail the right way are making the holidays hum right along, one inbox at a time. This will only get better as the industry continues to police itself. Look for e-mail–only executed the right way–to continue its tremendous growth in 2006.
Loading ...
