¶ … attitude against spam together with virus epidemics online, does email marketing still play a role in a business' marketing plans?

Point, click, and delete. Internet users perform these actions countless times a day, as a way of filtering the Spam, or unwanted mass-mailed emails, that gets sent to their inboxes. Users at home and work also frequently and automatically perform the "delete" action according to the instructions of computer gurus and IT professionals as a way of lessening the chances of their computer contracting a virus that can obliterate the computer's hard drive of all of its valuable information. This reflexive action of deleting all unfamiliar email addresses means that email marketing may reach only a very small percentage of its targeted audience.

But the "point, click, delete" phenomenon does not mean that email marketing has no place in today's business marketing mix. When consumers buy a new product online they will often receive email from that website. But this email will be from a recognizable company, rather than obvious Spam, so they will open the email. Such emails may even be welcome, if the subject heading proclaims a discount or a special offer for the return consumer.

Consumers may also be receptive to email that is not merely advertising. Consumers who are part of a target group, as a result of their past Internet purchases or because they agree to be part of a special 'rewards' program, may enjoy subscribing to an emailed newsletter of information and special promotions. A Borders consumer may eagerly open an email that offers an interview with his or her favorite offer, and a 20% off coupon for that author's new book.

Such forms of email marketing, even in the age of viruses and Spam, show that email marketing is not dead. In fact, such targeted and selected campaigns may be more effective than general mailings.