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As a result of the recent economic downturn, marketers finally have an impetus to improve their email marketing strategies and execution. In general, email programs have historically provided solid, predictable ROI , leading many to avoid more advanced or innovative techniques in their customer communications. Instead they rely on the same tools and technologies they have for years. However, now faced with tightened budgets and the incessant call to "do more with less," email marketers can no longer afford to maintain the status quo. In fact, as greater recognition of the value of email continues to take hold, marketing messages to the primary inbox will grow to more than 9,000 annually in 20141 - forcing marketers to do more than ever to stand out in a cluttered inbox and protect per-message and overall revenue.
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