Email was initially predominantly a tool for communications relating to academics and corporate enterprises; in time, however, business owners and marketers came to understand that it could be the future of marketing. Email shifted from simply being a personal communication channel to a way for businesses to engage with consumers.

1. A Short
History of
EMAIL
MARKETING
Sending email was free – and
a brand could send as many
marketing email messages as
it chose to. This was a brand
new, untapped resource for
marketers to take business
advertising and branding to
the next level.
So of course it was open to
abuse…
So much so that in 1988
the word ‘spam’ entered
the Oxford Dictionary.
In 1998, the Data Protection
Act of Great Britain and
Northern Ireland was
updated to include
compulsory opt-out options
for all email marketing.
This Act defined processing
of data on identifiable,
living persons.
In 2003, the Can-Spam Law was introduced in the USA. It
set the first regulations for marketing emails, and this was
followed by comparable laws in Europe.
Companies thereafter tweaked their approach to avoid
triggering spam alerts, including text all in caps,
attachments, exclamation points, and low open rates.
In 2008, more
than 90%of
email
marketing
messages were
spam.
One of the most famous email
marketing campaigns in history is
also considered the “world’s largest
spam.”
In December 1996, web-hosting
company Xoom sent a marketing
email to 6 million internet users to
advertise their “Email Robot” — an
anti-spam filtering tool.
Part 2
1996
1998
2015
And 88% of
smartphone
users open
emails
on their phone.
2018Best-practice
marketing emails in
2018 incorporate:
more than 2.5 billion email users globally.
More than half of all emails received
worldwide were spam.
> Pre-header text
> Images and video content
> Clear branding
> Interactive elements
> Dynamic personalisation
>Mobile optimisation
And that’s the end of our
very short history of email
marketing. Who knows
where it will be in 50 years
time (maybe none existent
as we know it now)…..
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