(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).