The Evolution of Email Marketing

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It is interesting, but email marketing as a whole system has not undergone significant changes over many years. New functions, new tools have appeared, the process has been improved technically and technologically. The evolution of information delivery methods is the main feature of email newsletters.

In the first years after the advent of email and mass mailings, the user could be surprised by the very fact of sending an email and one or two lines of text. A modern subscriber will not be satisfied with little: even a slightly incorrect display of an image in a letter can send it Australia Email Database straight to the "trash", or even worse - to the "spam" folder. The user of 2016 has a heightened sense of taste and has a special love for multimedia files (especially video). It is this trend (the desire for beauty and harmony in everything, even in the labels of purchased goods) that is now forcing specialists to pay attention to the development of mobile services and smartphone versions of their products.

It is worth mentioning separately such a trend that has taken off in the last couple of years as trigger email newsletters. The ability to take into account behavioral factors at an automatic level has led to a sharp increase in conversion. Trigger email chains are newsletters that are launched automatically according to a scenario you set. The main thing here is to store all the information about the client and use it with the greatest benefit. The rest is a matter of technology. Modern email newsletter systems are able to set up the most flexible scenarios.

Let's say you know the gender and age of your client, the category of goods they are interested in, the average check size and the frequency of visits to the store. Then you can formulate an advertising offer that is valuable specifically for them and send a letter at the most suitable time for a specific client (you can offer not only new products, but, for example, related accessories for a previous purchase). Hitting the target here is 99%.



"Whenever it's convenient, wherever" is what users want to hear. Some prefer to use Telegram, some prefer Viber, and some are still more accustomed to reading regular messages. The task of marketers of the future is to be able to adapt to the needs and preferences of customers using various tools.