Dec 192006

Second-Class Status for a First-Class Channel

 Second-Class Status for a First-Class Channel

(Below is the beginning of my December column for DM News.)

The e-mail industry has changed a lot in the seven years since we started Return Path. And the past few years have been the most exciting in many ways. As the spam problem becomes more manageable, e-mail has enjoyed a renaissance, both from the marketer and the consumer’s view.

So it surprises me that so many companies still don’t take e-mail as seriously as other direct marketing strategies. Too often…(read the rest at DMNews here).

Filed under: Email