education
Created on:
April 29, 2015

Email Marketing Today

We live in a time where anyone can video chat through a smart phone, buy a 3D printer, fly a drone, access email list software, and in the near future travel to space commercially. By now I’m sure you’ve noticed it’s a new year... yup, we’re in 2015 already - can you believe it? Although I’m sure you are still dating checks as 2014, or that new loan application. But yes, it is a new year, and roughly 17 years since the birth of email marketing. Truth be told it seems that no one actually knows what year email marketing came into existence, but one thing's for sure, email marketing’s popularity exploded after the creation of Hotmail in 1996…or was it after Microsoft’s acquisition of the popular email service in 1997? Alright, so email marketing has a vague entrance, but what came of it down the road is far from mysterious.

Email marketing, in its purest sense is the method of directly communicating with a group of people with a commercial message via electronic message. In fact, in its infancy, it was the initial cause of “spam”, of which the term was added to the Oxford English Dictionary in 1998 -- fun fact eh?! Since then there have been many methodologies, “best practices”, statistic tracking, and law formations to come and go in regards to this new industry. Yes, I said it, an industry!

An entire industry was created around this “email marketing”, where hundreds of services were launched, tools developed, and sooner or later large budgets spent specifically on the sending of marketing messages to hundreds of millions of email addresses a year. We’re talking about an industry where in the United States alone, companies spent over $1.5 billion on email marketing in 2011, and that’s expected to nearly double by 2016. New marketing campaigns are launched every day across the globe, and nine out of ten will include some kind of email deliverability methodology, trying to reach current and potential customers in this digital age. What has really changed about email marketing since its conception, is the approach.

Back in the initial stages of this marketing practice, the goal was to find and send emails to as many email addresses as possible. Marketers did whatever they could, to find and create huge lists of email addresses. No value was taken in the email validation or quality of valid addresses. Instead, the mindset was to flood inboxes with advertising messages and hope for at least a small portion of the emails sent out to actually convert. This lead to the concept of spam and bad list hygiene. This lead to frustration for the few marketers who tried to take an honest and more authentic approach in reaching their potential customers while attaining higher quality conversion rates. It took a while, in fact a long while, but marketers started to realize the need for an email cleaning software in regards to their campaign and the email addresses of which they were trying to deliver to.

Then came the start of a new era, smart email marketing. Companies became more concerned with the poor performance of their email campaigns and began researching and developing new ways to increase conversions -- email address verification/validation was born!

BriteVerify started in late 2009 and we now have over 13,000 clients in over 125 countries.  Our technology identifies email entry mistakes in email lists, web forms, ecommerce shopping carts, questionnaires, surveys, polls, mobile and app download forms.  We deliver real-time email 

Michael Flaum
Michael Flaum is a Founding Partner of BriteVerify Email Verification with a background in lead generation and affiliate marketing. He is currently focused on business development and global enterprise sales.