Email Marketers See Reduction in Bouced Emails

[mandy]

E-mail marketers anxious to see that their opt-in mailings are not mistaken for spam are finally seeing brighter days, new research suggests. While the journey to the customer's inbox is getting easier, however, passive marketers will face tough challenges from smart competitors who are quickly learning how to use e-mail tracking, metrics and customization for high returns.

ISPs and marketers are, more than ever, on the same page in terms of serving opt-in e-mail receivers. Both are focused on making sure that opt-ins get what they want. Nobody can deny that the opt-in's inbox journey has been rocky -- trampled on by spam-sniffing software operating system unleashed to resolve the real junk-mail crisis. ISPs and marketing executives are now doing serious reality checks to figure out how to reach those who choose to get information while continuing the fight against spam...

HP's Robertson has a similar view of how e-mail is maturing. "E-mail is just getting its legs," he stated. The best thing to happen to e-mail, he added, was for the spotlight to move on to IMing (instant messaging), blogging and RSS, and for e-mail to mature into personalization. As a result, there's a stronger focus on targeted touch, where quantity doesn't matter as much as quality, and where the customer defines what is relevant."

full article: http://ecommercetimes.com/story/pxWYZhgS...unce.xhtml