EEC: The Email Marketing Industry Needs to Think of Itself in Broader Terms
Email marketing has changed profoundly over the last 10 years, but I don’t know that the email marketing industry has fully recognized the impact. We still talk a lot about “email service providers” and “email marketers,” which may be limiting our audience and limiting our ability to educate and rally the industry.
That’s because many companies that enable brands to send email may not think of themselves as email service providers. And many people who send marketing emails may not think of themselves as email marketers. I know for sure that many marketers define an ESP much more broadly than we as an industry tend to.
The results of Litmus’ 2018 State of Email Survey really drove this reality home for me…