In 1997, the dawn of the internet and the web, email marketing was on fire! During that time rolodexes began to convert to email address lists and salespeople and marketers alike turned to cold emailing rather than cold calling.
If you were a business owner and sent out an email campaign to market your business during that time you probably seen about a 91.1% open rate on your emails. This high open rate was probably due to the “newness” of email. Everyone was excited to get an email and use the new features that the internet brought. Clickthrough rates to the product or the “buy” button was about 73% at during that time.