From an internal messaging tool in 1971, email has evolved
to become a powerful channel in digital marketing. With an average of 20.5 billion
emails sent daily to 2.6 active email accounts, email marketing generates
roughly $19.3 billion dollars and provides tough competition to social media
channels.
See the infographic on the left for the evolution of email technology
allowing it to be a powerful marketing channel.
In fact, the evolution of email marketing doesn’t stop here.
Here are few factors which could have significant impact on email marketing in
the future:
·
Machine
Learning & Personalization
Study shows that subscribers respond better to email when the content is catered to their personal interests and needs. As we learned in our Marketing Strategy course, a simple change in addressing customers using their first names results in better Click-Through-Rate. In the real world, machine learning techniques are used to analyze customers’ past activity with a brand to provide personalized content and recommendation. See an example email from Birchbox below.
Study shows that subscribers respond better to email when the content is catered to their personal interests and needs. As we learned in our Marketing Strategy course, a simple change in addressing customers using their first names results in better Click-Through-Rate. In the real world, machine learning techniques are used to analyze customers’ past activity with a brand to provide personalized content and recommendation. See an example email from Birchbox below.
·
Multi-device
Support
Increased popularity of mobile devices, wearables and smart appliances is all set to pave the way for innovations in email marketing integration. Imagine the day when an email is sent to your refrigerator to remind you to stock up on juices and where you can get them.
Increased popularity of mobile devices, wearables and smart appliances is all set to pave the way for innovations in email marketing integration. Imagine the day when an email is sent to your refrigerator to remind you to stock up on juices and where you can get them.
·
Voice
Interfaces
Voice-based search has been gaining a lot of traction this year. With established players such as Apple Siri, Amazon Alexa,
Google Assistant, and Microsoft Corona, email marketing may have a different
form in the future, where it puts renewed emphasis on plain text and voice-html
so that brands can create messaging that’s designed to be read aloud.
In summary, email marketing has never been more alive. While
email is a well-established technology, further development on how users
consume information will impact the content and format of emails in the future.
Sources:
http://www.emailmonks.com/infographics/evolution-of-emails/
https://blog.hubspot.com/blog/tabid/6307/bid/34146/7-excellent-examples-of-email-personalization-in-action.aspx#sm.00010m2el0qsxe2zrtt2n0pg4lc3v
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