Email marketing has been around for a long time and has always been a simple source to remain in contact with customers, clients and prospects.

Although the basic concept of remaining in touch is still the same, the methodology behind email marketing has changed, and much of that change has occurred in the last decade.

Think about the emails you send out to your various email lists. What is the content? Are you promoting a special or deal you have going on? How about checking in on someone who abandoned a shopping cart on your website?

Throughout the years, marketers and businesses have come up with new strategies with their email marketing campaigns to keep up with the changes in the digital world. If you think about it, email marketing is kind of the pioneer when it comes to digital marketing. It was here in the beginning and it’s still here today, and as far as we can see, it isn’t going anywhere soon.

The marketing world is taking a shift towards providing people with great content, and email marketing is a part of this shift. The major ISPs have changed rules on deliverability, making sure irrelevant, spammy email doesn’t make its way into someone’s inbox. This means you will have to be sure to create strong content that your subscribers can trust and want to see. Otherwise, your emails can end up in a spam folder, regardless if that person is or isn’t a subscriber.

So what does that mean to you? It’s simple: You need an email marketing campaign with strong content and take time to track it. Find out what’s working and what gets people to engage with your email content. Ask yourself, what brings them to your site or what brings them back to your site?

Many businesses and marketers feel that email marketing is a thing of the past, but it’s quite the opposite. Email marketing has shown the ability to adapt to the changes in the marketing world and will continue to be a vital part of your overall digital marketing plan. Think about how many times you check your email account on any given day, whether it’s from a mobile device or a computer. That’s a pretty good indicator on how important email marketing still is today.