Spam ends with enhanced e-mail value

Share this content:

The biggest challenge for e-mail marketers is eliminating spam. Those of us who create, produce and transmit e-mail have an affirmative responsibility to solve this problem and to eliminate the cloud hanging over our industry. This is a job that requires proactive industry action, not government intervention or regulation.

E-mail is a remarkable tool and communications vehicle. Widely understood, accepted and used, its inherent qualities have been degraded by abuse and spam. In spite of can-spam laws and extensive opt-in campaigns and practices, people still don't trust e-mail because every day they are bombarded with messages they don't want and didn't ask for.

For e-mail marketing to flourish, we have to be able to verify the sender, prove that e-mail is desired and guarantee delivery to opt-in recipients without the fear of identity theft or invasion of privacy. To my way of thinking e-mail privacy is a fundamental right.

The key to ending spam is not a technical breakthrough in filtering or blocking technology. The critical variable is a change in the economics of spam to make it dramatically less profitable by building and protecting the asset value of the e-mail address.

There has been a lot of discussion about the creation of a digital stamp or a third party authentication system. The Black Penny Project initiative, like proposals to regulate or tax e-mail are driven by those with an interest in creating then controlling a system that can be monetized rather than by those who seek to give each individual e-mail address its rightful asset value.

Building a trusted, private worldwide e-mail system will require a concerted and Herculean effort. Whoever takes on the task will need to have the energy, resources, e-mail expertise, clout and focus to sustain a high level of attention and effort over several years to produce a safe, secure and universally accessible protocol. History teaches us that only free market competition and invention can yield the desired result.

And while the financial and intellectual capital costs of this paradigm shift may eliminate many of the smaller e-mail providers and increase the cost of e-mail marketing, the promise of a trusted, spam-free, safe and secure system that guarantees e-mail delivery to only those who request it is worth every penny.


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above