We've been testing some email marketing techniques with quality leads, and here's what we've been finding out. Email marketing is dead. Why? It's simple, and I can explain it in two words: spam filters. Between the filters people are using themselves and the filters all the ISPs are using, it's nearly impossible to get "unsolicited" email through – even to people who have requested more information. 

What's particularly ironic is that people are opting into sites and requesting more information but not thinking about the fact that they've got their email closed to all but whitelisted addresses. They then forget to whitelist the site they've just opted in to. So guess what? Yup, that's right — the new emails go right into the spam folder, along with dozens or perhaps even scores of others. The odds of your message getting read are slim and none. 

Conclusion: email marketing is dead. It's history. Put a fork in it. If you were thinking about it, forget it. 

Email is only going to be effective as a marketing device if you have captured email and, at the same time, made sure people have whitelisted your address so that it gets through. 

You may even have noticed that the savvy marketers are requesting — or even insisting — that you whitelist them immediately upon signing up for a product, service or membership. Opt-ins, but more particularly double opt-ins, are going to become the standard practice for all marketers from now on.

You've got to remind your recipient to check their spam box and OK you. But if you're just taking somebody's email with the intent of contacting them later – forget about it! Our own tests show that about 30-40% of these "unsolicitied" emails don't go through, and the percentage is only going to rise. 

Anecdotally, we had an associate send out 1 MILLION emails using a delivery service, and the data shows that about 95% never even got opened. Now, that may have been largely due to the quality of the list (we suspect it wasn't all that great), but still... not good, right? 

In our opinion, the heyday of the email marketing is long past; the sun has set on this particular endeavor, at least for now. Until bulk spam becomes a thing of the past

NOTE: this further demonstrates why voice broadcasting may be the the most effective use of paid leads from now on. At Beach Bum Communications, we don't even order leads now unless they come with phone numbers...