Email marketing has undergone many shifts in the past two decades. It exploded onto the scene when email started becoming a more popular medium, and businesses everywhere scrambled to send, seemingly, as many emails as possible to their audience. Then, spam filters and legal email regulations started throttling back the “quantity over quality” mentality, and email marketers were forced to use more creative, appealing tactics in their campaigns.
The arrival of social media marketing and mobile smart devices changed the landscape of email marketing once again. People started using social platforms like Facebook and Twitter to do the majority of their communicating, leaving email as a backup or as a reserve for only business communications. They also started relying on their mobile devices more and more, working on the go with a small screen size instead of using the more convenient desktop setup. Many marketers projected this to be the end of email marketing altogether; since people were using email less often and email marketing tactics were beginning to wear thin on an uninterested audience, it seemed reasonable to think that the medium was a dry well.