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When I first got into the email marketing space in 2010, the term "batch and blast" was still used to describe email strategy - not exactly focusing on email engagement. AOL was still a player in the mailbox provider game. And despite being six years old at that point, DomainKeys Identified Mail (DKIM) authentication still hadn't been widely adopted.

Things have changed a lot with email engagement over the last 14 years. DKIM is no longer a 'best practice' but a requirement for ensuring mail reaches the subscriber inbox. AOL is still around, but it's now part of Yahoo, and serves as the inspiration for many memes.

Perhaps the most important change is that the concept of "batch and blast" is no longer considered an effective marketing strategy. Today's subscribers expect so much more from the companies they do business with.