It’s been a long time since the early days of email and its critical role in all corners of the internet.  These days, email has become a crucial pipeline between brands and their consumers, as they help close the loop on user-initiated transactions.  They limit the amount of time both parties need to spend tying up loose ends.  Password resets have become automated in these days, and is now the most basic customer service function.  Back in the day, there used to be wait times on phones to change a password or re-access an application that you got locked out of.  Forrester research said that a helpdesk call for a password reset can run a company $70 per call!

These days, two-factor authentication that combines mobile apps, PII designated by the user and, on occasion, an email have made critical applications and services more secure.  Email not only allows collaboration between remote parties, but it has become the very foundation of digital identity, but is also the most reliable, personalized and universal document store in the world.

The full Marketing Land post, written by  looks at the current state of email and the steps being taken to differentiate legitimate email marketing from span.

[Read the full post on Marketing Land]