The Email Deliverability Crisis

Prince was right. In 1999 we were partying.

I loved the smell of HTML in the morning. It smelled like victory.

Oh yeah—those were the days.

Sure, spam was an issue in '99. Who cared? Open rates were spectacular. You could see marketing happen in real time—all for 4 cents an email—heady times indeed.

Technology rocked in the good old days.

I wrote—along with many others—about the dangers of email and ways to kill your brand with this new tool. Most email marketers were like babies with loaded shotguns. That was OK with us. It made our stuff look and work even better.

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Tom Barnes is CEO of Mediathink (www.mediathink.com), a consultancy specializing in media and marketing strategy and implementation. Contact him at tom@mediathink.com.