The Email Evolution Theory - Conclusions for Email Marketing

 

From a basic instant message to a media message carrier - email has gone through a significant development far from over. In recent years, of course, social media have also played an increasingly important role. Many marketing managers, therefore, ask themselves whether email marketing is still up to date.

The email evolution theory assumes that electronic mail will become even more critical in the future. Email marketing has played a significant role in marketing in the digital age from the start and will continue to be necessary. However, to do this, the marketing strategies must be continuously adapted to the development of the email.

In 2010 around 107 trillion emails were sent worldwide. 90% of this can be classified as spam. Your marketing emails don't get lost in this flood and land directly in the trash; you have to make your emails stand out from the crowd and offer the reader added value.


The email evolution theory

The email evolution theory is a theoretical approach that tries to understand the development of email and make predictions for the future use of email. The method was developed by the web agency "Email Monks."

In 1971, researchers sent the first electronic text message on the MIT intranet. That was the beginning of the email success story. The first mass mailing for advertising purposes followed as early as 1978.

Until the late 1990s, users could only send plain text via email. Then HTML emails came up that allowed visual highlighting in the book. More and more email providers have emerged over the years, and the number of email accounts has increased.

Other milestones in email development were:

2009: The introduction of responsive emails (adapts the email to the end device)

2009: Videos embedded in emails are possible

2014: The further development of the CSS programming language, together with HTML, enables interactive emails


Step out of the masses

Due to technical development, more and more emails are being sent. Successful email marketers have to make sure that the user feels personally addressed by email marketing and can draw added value from the email.

The following options allow you to write personalized emails that stand out from the crowd:

The pre-header text, a way of presenting the key message of the email at a glance.

Dynamic content can be adapted to the technical specifications of the end device of the user.

Graphic content, combined with a good layout, attracts attention and can guide the user's eye movement. This way, you can influence the reading behavior of the users with the structure of the email.

High resolution of text and graphics for better optical performance on modern screens.


The future of email

The development of the email remains to be seen. However, the "Email Monks" dare to make a prognosis: They advise acquiring the latest technology options. Then you can react quickly in the future when these are standard.

Concentrating on the support of various end devices is an important point. Not only smartphones, tablets, and wearable will be networked in the future. Also, the user's communication by email with the car, refrigerator, etc. could be used for email marketing in the future.

The development of chat bots and recommendation services is already well advanced. Chat bots are programs that can communicate with a user in real-time via text. A recommendation service is a software that "learns" from a user's behavior in a web shop, for example, and can thus make recommendations for other products. With the interaction of these programs, for example, automatic, personal answering of emails is conceivable.

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