While the reports of the death of email have been greatly exaggerated, marketing emails are in danger of being buried in the graveyard known as the “spam” folder. There have been a number of developments in recent months that have made it harder for marketing emails to land in the inbox.
Some new email filters, such as Swizzle and Mailstrom, make it easy for users to perform a mass delete and unsubscribe to rid their inbox of marketing messages. While these add-ons appeal to power users who are obsessive about clearing their inboxes, mainstream email providers are also making it more difficult for email marketers to make it into the coveted inbox. Google’s Gmail recently added a “Tabs” feature that relegates some marketing messages to the “Promotions” inbox and Microsoft’s Outlook’s “sweep” function can also put a dent in the success of email marketing campaigns.