By Publisher Anne Holland
Welcome to the renaissance of email.
Email marketing is hot, hot, hot right now... and I'm not saying that because I just got back from MarketingSherpa's Email Summit in Chicago and I'm pumped with post-show fervor.
After three years of non-stop "search marketing rocks" focus, seems like the marketing world is taking a second look at its old pal email. And in 2006 email response rates are looking darned good.
It's not the tired email-is-dead 2003 world anymore. Junk mail didn't kill email the way most "experts" expected. Instead, the struggle to stay afloat in an ocean of junk made permission emailers much, much stronger.
In fact, seems like most attendees and speakers landed their current positions about 18 months ago and they've just revamped their organization's previously moribund email department. Now, armed with test results, cleaner templates, and automated systems, they're ready to take response rates to the next level.
You could call it Email 2.0. (In fact, I think I will.)