Is Email Dying?

2004 was really a year when the whole subject of email and spam has been at the forefront of the minds of internet marketers.

The anti Spam legislation has had more than the desired effect. I think everyone hates spam, even spammers. I guess also that everyone hates spammers, except spammers, though they probably hate other spammers. An attempt by legislators in different countries to prevent the deluge of spam into Inboxes was to be expected. The spam itself had already spawned the spam filter industry, which has "flourished" this year. I put flourished in "" because flourishing gives the impression of health. Their balance sheets and profit and loss figures may be flourishing, I don't know, but the email industry is not.

Spam filters were set up to prevent spam, not to kill perfectly genuine and good emails, from friends, lovers, publishers you have requested a newsletter from, or anybody else who is not "spamming" you. Some recent figures suggest a significant proportion of valid emails are not reaching their destination. Is that good? Is that what the legislation intended? No, it is it not.

People use filters in good faith, without, in most cases, having any idea how they work. They may be blissfully unaware that, in some cases, good email will not reach them. How much does that damage online business? How many business relationships are damaged by failure to respond to an email that was never received? How many personal relationships are damaged in the same way? Nobody knows. But if, for example, a marriage is on the rocks, one such incident could be the straw that broke the camel's back.

Internet marketers in particular have been covering the subject an enormous amount in the past year. Some are even