Can Spam Become Anticlimactic?

companies would simply send out electronic ads

Email marketing has changed the way companies reach their consumers, turning what once was a simple mailing problem into a fast, easy click of the mouse. But to truly appreciate what it offers, you have to delve into the simple history of email marketing itself and how it changed into what it is now. One of the first major players in the world of email marketing was e-marketing, or electronic advertising. This process of promoting products and services became popular during the late 19th century, but it wasn’t until the first few decades of the new century that marketers really started to get serious about email marketing. Advertising through email became so commonplace that in some cases, companies would simply send out electronic ads without having to write anything for them, thereby cutting out the cost of printing these materials. The idea was to provide consumers with information and to make sure they had a good impression of your company.

With the dawn of the new century, however, came the birth of new technologies and new ways of targeting your audience. Marketers learned that it was best to segment their audiences based on many different factors such as age, income level, and even geography. These segmentation techniques were the key to making email marketing work, because it meant that your messages would be more tailored to the audience you were trying to reach. Segmentation also allowed marketers to fine-tune their campaigns. For instance, if you wanted to send emails to only people who were interested in receiving information about a new product, you could simply add this information into your campaigns and target only those individuals.

tracking or curiosity marketing emails

In addition to segmentation, marketers also began using what are called interest tracking or curiosity marketing emails. These emails contained information about what the customer was looking at when they initially opened the email and asked questions. These questions asked things like whether the customer had visited your site in the past or had visited a web page related to yours. These kinds of marketing emails had great potential for finding new customers! However, it wasn’t long before webmasters and internet marketers saw the inherent dangers in interest marketing emails.

Concerned parties began criticizing how these kinds of marketing campaigns were driving customers away rather than attracting them. In response, marketing software developers began adding a feature to email marketing software which provided data-driven marketing. With data-driven marketing, marketers could segment customers even more. They could find out which advertising emails were performing better. They could find out which of the advertising messages were creating a greater return on investment than others. And the best part was; these campaigns didn’t need any more technical knowledge to implement data-driven marketing.

create email campaigns

The first of the email marketers’ efforts at getting more data-driven was probably the inclusion of survey links in their advertising campaigns. These links allowed customers to fill out an online form which asked basic questions about their interests and hobbies. These answers were then sent off to email marketers who would then create email campaigns around the responses. These campaigns proved to be very successful and when Internet marketers and other interested parties began to receive these emails, many of them found that they were able to convert far better than the regular email marketing campaigns.

However, while this was happening, marketers were also getting quite annoyed with what they considered as a lack of trust from their potential customers. Concerned parties began challenging the wisdom of what these email marketers were doing by pointing out that if social media were to truly succeed as a marketing tool, there would need to be massive amounts of data collected on visitors to web pages vs. how many people actually turned those pages on. Many email marketers claimed that it wasn’t true that there was no correlation between how many people viewed a web page and the number of times they clicked on an ad. When faced with such skepticism, the once “legitimate” can-spam act gained a reputation of being outdated and less effective.

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