In this new era of CAN-SPAM legislation, overflowing inboxes and ever-increasing customer expectations, many of the practices that worked for emailers in the past simply won't work anymore. The companies that can boast the most effective email programs today have been successful because they've completely overhauled their way of thinking. They have changed their strategy from blasting to an unsuspecting audience, to communicating with a willing and increasingly loyal customer base. To make an email program succeed and thrive, marketers need to constantly evolve their email programs to improve relevancy.