DMCNY: 7 Email Marketing Trends for 2011
6. Spam is alive and well in 2011. ISPs are becoming even more diligent in their efforts to protect email subscribers from spam, Absey said, adding that the problem is still widespread. "Of the 100 trillion emails sent a year, 95 trillion are spam," she said.
7. Emails must be relevant. ISPs today are looking more closely at how subscribers interact with the email marketing messages they get. If a subcriber has opted in to receive emails but isn't reading them or sharing them, for example, the emails will be sent to a spam filter, Absey said. "ISPS are using your interests to determine what emails you want and which ones you don't want," she said. "If you're getting 100 emails each day from Borders and you haven't ordered from the company for three months, you may not get emails from Borders anymore because of the ISP rules." As a result, "it's more important to sent relevant messages to your subscribers," Absey said.