One of the key touch points between organizations and customers is email. Organizations have been exploiting this touch point since Gary Thuerk of Digital Equipment Corporation (DEC) sent out the first mass email to approximately 400 potential clients via the Advanced Research Projects Agency Network (ARPANET) on May 1, 1978. Now though, as digital customers become more demanding companies are expected – and even obliged – to build better digital workplaces and better customer experiences. The “science” of email marketing to reach these demanding customers is also becoming more and more refined.
