It seems that there will be a move toward charging for email if the noises that are coming out of Yahoo and AOL are anything to go by. I think potentially this could be a very good thing for the marketing industry as it could help to eliminate a large amount of the spam that currently blights many people’s mail boxes. I think that people will start to seek the advice of expert direct marketers rather than bulk email senders whose only skill lies in their ability to bypass the spam filters.
So from now on I'm going to advise my clients to attribute a nominal charge per message – say 1p to all their email marketing activity. This should make think about what they are doing, encourage more rigorous testing of copy and creative treatments and prepare them for the inevitable day when email will attract a cost.
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