Truth 4. Email is stronger than ever

Email gets its fair share of abuse, whether doled out by the press or senior management (that is, if they even know if their company is running an email program). Every year, some commentators predict a downturn for email at the expense of the latest new Web or communication technology. It never happens because email continues to evolve.

Spending on email marketing rises each year, and analysts see this continuing into the foreseeable future. The capital markets seem to concur, as email-focused companies continue to be acquired or taken public for hundreds of millions of dollars. Email is not dying—it is evolving. Email is stronger than ever, and don't be fooled; its future is bright. Even though some may ...

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