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Email attacks

Ken has an article up today about the ongoing attacks against ESPs and email marketers. In it he says:

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Now you know…

The key to email marketing, at least if you read blogs and talk to experts who blog about such things, is to segment your lists. But what does segmenting your lists really mean? Ken touches on it in a recent article about engagement and segmenting.
Segmenting your list means, quite simply, knowing your audience. It means tailoring your message to them, in order to extract as much money from them as possible. It means knowing which subscribers you can push with volume and which you will lose if you increase things too far.
In short, it means not treating all your subscribers the same, instead treating them slightly differently based on how they interact with your message.
To some people, this is too difficult. Ken even quoted someone in the industry as saying

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FBox: The sky isn't falling

Having listened to the Facebook announcement this morning, I am even more convinced that emailpocalypse isn’t happening.
Look, despite the fact that companies like Blue Sky Factory think that this means marketers are NEVER EVER going see the inside of an inbox again this isn’t the end of email marketing.
Yes, Facebook email is a messaging platform that marketers are not going to have direct, unlimited and unfettered access to. I have no problem with this. Unfettered access to a messaging platform has been abused by marketers long enough, that I heartily approve of a platform that gives real control back to the recipient.
With that being said, there are a couple blindingly obvious ways to avoid having to give users control of their own inbox.

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