Marketers planning to utilize online address verification software
may be interested in the latest comments from a handful of experts.
Speaking to DM News, industry professionals have rebuffed suggestions that the communication platform is dead.
Anita Absey, senior vice-president of global sales and services at Return Path, told the Direct Marketing Club of New York that e-mail "is not dead and is not going anywhere" as a marketing medium.
Her comments follow a recent study by comScore which revealed that web-based email use has fallen by 59 per cent in December 2010 compared to the previous year.
However, Ms Absey added that it would be important for marketers to adjust their strategies and integrate social media, a range of mobile devices and video if they wanted to continue with past successes.
She added that concerns surrounding the security and safety of emails, such as phishing and spam, will continue to be a nuisance for marketers in the near future.
Posted by Paul Newman