E-mail marketing, in its current form, is not built to last. Savvy consumers are changing how they view e-mail and are becoming harder to reach. Their savvy is outpacing e-mail service provider (ESP) functionality, casting doubt on e-mail as a long-term, relevant direct marketing tool.
In the online marketing space, it's survival of the fittest. You have to stay on top of trends while correctly forecasting the likelihood of their staying power.
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