The abuse of Email is coming to an end

Email has been a staple of cold-outreach marketing strategies since its arrival (and huge increase in popularity) in the 90s.?

The ability to send limitless volumes of messages at (almost) zero cost has proven to be an intoxicating promise for marketers. Where previously there were costs for design, print and postage email meant that those costs were largely swept away.

However, as is human nature, people became lazy. Even today we see emails in our inbox that begin “Dear [Firstname]…” we get emails from people we don’t know, in countries that are irrelevant to us, offering products/services we don’t want or need. But still it continues.

347.3 billion emails/day

Today, the average number of emails sent per day is a staggering 347,300,000,000 according to DemandSage.

Because of this we each pay little or no attention to the things that drive in our inbox which, in turn, causes the sender to send even more, this number is predicted to reach over 375 billion per day by 2026.

For most of us the vast majority of email is an interruption to our day and a major annoyance to us.

Things may well be changing though.

Google’s G-Mail service and Yahoo (together comprising almost 40% of all mail servers) have issued an ultimatum to organisations sending bulk emails that if they receive a high enough level of unsubscribes they will block the sending domain.

This will probably impact most medium and large organisations and they will need to be VERY careful about how the deal with this. When your email provider says “that’s okay we have a workaround” this is very dangerous ground to be on because this is the beginning of a major change and you will NOT be able to dodge it.

Google/Yahoo do not make decisions like this lightly. They are implementing this threat because people (like you and I) are tired of being bombarded with spam all the time (whether you consider your corporate mail to be spam or not isn’t the issue, because the recipient thinks it is spam) and have finally decided to do something about it.

I think this is a very positive step.

So what are you going to do when you need to find another demgen strategy for your business? Are you going to cheat the system and set-up multiple domains? Are you going to “be more targeted”? Or are you going to try something new that doesn’t annoy your prospects and the world as a whole?

Think about this as it’s important.

#socialselling #pipeline #digitalselling #salestransformation #sales?