There may be nothing more frustrating when you are trying to build a strong online marketing plan than to see your email promotions falter because of poor email deliverability. The formula of promoting is one that you should be able to have confidence in.

You know you have a good product or service that customers will benefit from and that will bring you repeat business once customer relationships are located. You know there is a market niche out there that are highly likely to patronize your business. You know that there is a market need for your product or service so once the industry is aware of what you have to offer, sales potential is significant. Marketing techniques should work to bring customers up to speed to get the sales moving and take your business to the next level.

Small wonder that you receive frustrated because with all the elements in position, the problem is your marketing emails are not getting to the customers. So you have to pay additional money on email delivery monitoring and management services and further time establishing relationships with ISPs just to get permission to push your emails by way of the customers.

There really is no equivalent blockage inside the non internet marketing world. It is as though you put a billboard through to the busiest intersection in town where customers you know are able to use your services drive every day only to find they closed the freeway and not one of the customers will see the billboard. However, you have to pay for it anyway.

Maybe it is time to rethink the equation. For one thing, email is one of the oldest kinds of internet communications there is. Maybe it can be too old. It is who are old enough that a culture of fear has been built around the whole spam problem and sophisticated tools are in use by customers, ISPs and spammers all at war about whether scam artists are able to abuse internet customers through email.

But something is different right under the feet of email scammers which has also altered the formula for affiliate marketing entirely. And that change might have made email as a less important online marketing tool. The thing that has changed is WEB 2.0 which has changed the formula for how people use the internet and how people market onto it as well. Because WEB 2.0 has changed the approach to the internet to create web site more than just online brochures but living “places” where people interact as well as the web visitor becomes a vital section of the web site itself, that changes how we might approach marketing to web savvy customers.

As odd as it can seem, email may be not fast enough as a mode of communication using your customers in this day of im, message boards and voice over internet communications. It isn’t that people don’t use email any further because they do. But with the imposition of so many restrictions causing email deliverability to become a nightmare, a shift in focus to direct marketing with a very active internet community in your web site is in order.

This means that rather than throwing good money after bad looking to fix the email deliverability problem, maybe email marketing is no longer where the smart money is going. Instead the smart money could be better used to update your web site, to make your online “presence” a real place and also to build and then capitalize on live and active website traffic as a far more dynamic approach to conduct your marketing campaign.