EMAIL MARKETING: Email - Down and out or alive and kicking?

The health of email marketing is a contentious issue with industry opinion bitterly divided. So is the channel facing retirement or a rejuvenation? Alex Blyth investigates whether email is down and out, or alive and kicking.

It seems like only yesterday email was the latest channel in marketing communications; an exciting new way of reaching prospects and customers that meant we no longer needed to spend money on direct mail. Yet that was the late 90s – and to some observers email seems to be rapidly going the same way as listening to the Spice Girls and using a scooter to get around the office: Something that was fun at the time, but has long lost its appeal.