History of Email Marketing: Then vs Now

Before the rise of email as a tool, marketers had to depend on traditional print mail to get their message across, such as flyers, catalogs, and promotional letters. Back then, reaching customers meant printing and mailing thousands of ads, often at high cost and effort.

Today, all it takes is the click of a button. 

Modern email marketing has reshaped the way businesses connect with their audiences, turning a once time-consuming process into one of the most efficient and cost-effective channels available. It allows brands to deliver content to hundreds of thousands of prospects and customers instantly, and it consistently delivers the highest return on investment (ROI) —at an avg. of $36 for every $1 spent—of any channel.

To truly appreciate its impact and to see where it’s headed, we need to take a closer look at the history of email marketing and the journey that brought us here. This overview will also highlight the evolution of email marketing, showing both email marketing past and present.

Evolution of email marketing: From 1971 to present

Email marketing has evolved tremendously since its first use in 1971. What began as a basic way to exchange messages between computers has grown into a highly sophisticated, data-driven strategy that fuels engagement, boosts revenue, and strengthens brand loyalty across the globe.

In this section, we’ll dive into the key milestones, innovations, and defining moments that have shaped email marketing into the influential tool it is today. To make it easier to follow, we’ll look at the history of email marketing in two phases: the traditional era and the modern era—essentially, then and now.

Before we dive into the impact of email marketing over time, here is a top-level view of the growth of email marketing over the last 50+ years, showing how email marketing has changed from decade to decade.

Traditional email marketing

The birth of email (1971-1978)

• Ray Tomlinson sent the first email in 1971, inventing the “@” symbol for user addresses.
  
• In 1978, Gary Thuerk sent the very first commercial email blast to 400 ARPANET users, generating $13 million in revenue but also laying the groundwork for future spam.

The first email, by Ray Tomlinson (Source: MIT CSAIL on X)

Commercial email takes off (1980-90s)

• As personal computers and the public internet expanded in the 1980s, businesses began using email for both internal communications and nascent marketing efforts.

• In the early 1990s, commercial service providers and web browsers like Mosaic enabled email’s mass adoption, creating a new audience for marketers.

• The mid-90s saw the rise of email newsletters, lists, and the first dedicated Email Service Providers.

Source: ODU

Era of broadcast and segmentation

• Marketers embraced a “broadcast” approach, sending newsletters and promotions to large audiences with little personalization or targeting.

• Basic segmentation by geography, gender, or customer status began, but personalization was limited.
  
• The absence of regulation led to widespread unsolicited emails and growing spam.

Legal and technical milestones

• The U.S. CAN-SPAM Act (2003) established the first broad rules for commercial email, requiring clear opt-out options, content guidelines, and sender transparency.

• Professional ESPs emerged, helping marketers manage lists and measure basic metrics. 

The CAN-SPAM Act being signed by George Bush (Source: The White House Archives)

Modern email marketing

Responsive design and automation

• Responsive email design emerged for mobile devices as  smartphones proliferated in the 2010s.

• Marketing automation tools allowed sophisticated campaign flows—triggered emails, drip sequences, and dynamic personalization based on behavioral data.

• Strict privacy regulations such as GDPR (Europe, 2018) and similar laws globally transformed permission-based marketing, focusing on user consent and data security.
  
• Email integrated with other channels: CRM systems, social media, and digital advertising worked together for unified customer journeys.

Personalization, AI, and interactivity

• AI-driven personalization tailors subject lines, content, and send times for each recipient. 

• Modern emails feature interactive elements, delivering rich user experiences.

• Privacy-first strategies gained importance after Apple’s Mail Privacy Protection (MPP) limited open-rate tracking; marketers shift focus to first-party data and better attribution models.

• Milestone and lifecycle emails now celebrate customer anniversaries, birthdays, achievements, and other events, strengthening engagement and loyalty.
  
• Email platforms provide advanced analytics, behavioral segmentation, and marketing attribution.

Source: DotDigital

This phase makes it clear how email marketing has changed compared to the early broadcast days, showcasing the impact of email marketing over time.

Future of email marketing

Email has revolutionized communication, and email marketing enables brands to reach audiences at scale.

Today, looking ahead, the future of email marketing promises:

• AI-driven innovation: AI and machine learning will optimize personalization and performance, letting marketers focus on strategy and unique brand experiences.

• Interactive experiences: The inbox will evolve further into a dynamic platform with rich interactive features. 

• Privacy-first approaches: Balancing AI personalization with privacy will turn compliance into advantage.

• Cross-channel integration: Email will work seamlessly with other channels, creating cohesive customer journeys.

• Ethical leadership: Marketers will lead the way in responsible data use and meaningful value exchange. 

Unlock the full power of email marketing

The evolution of email marketing shows one thing very clearly: success comes to those who adapt, innovate, and deliver meaningful experiences at every touchpoint. Today, email is not just a channel, it’s the backbone of modern customer engagement, capable of driving revenue, loyalty, and growth when executed thoughtfully.

At Mavlers, we help brands harness the full potential of EMAIL, SMS, and In-App messaging through integrated, AI-driven campaigns that are personalized, interactive, and compliant. 

Ready to turn your email marketing into a growth engine? 

Schedule a no-obligation call with one of our email marketing experts today!