Your email campaigns are a direct channel to the consumer without gatekeepers or intermediaries—or so you might think. So many brands rely on email campaigns to do business directly with consumers who sign up to hear from them. However, mailbox providers have a huge influence on how effective your email marketing is. Your list may be composed of your customers and leads. But those customers and leads are also a mailbox provider’s users.
In 1971, the world’s first email was sent. We’re guessing that the first spam message was sent shortly after. Today, the world of email (and the spam that plagues it) is way more sophisticated. From 1 million email users in 1995 to 2.5 billion in 2015, email usage has exploded. And now mailbox providers and spammers alike rely on artificial intelligence to do battle.
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