The Future of Email Marketing
Viviane 24th March 2019
One of the oldest ways and still most popular ways in Marketing is – Email Marketing.
Its inexpensive, easy to use and you can reach your targeted audience in one go.
-86% of business professionals prefer to use email when communicating for business purposes.
-The number of email users worldwide is forecasted to rise to 2.9 billion by the end of 2019.
– Nearly 105 billion emails are sent each day; this number is expected to reach 246 billion before 2020.
-In the UK, every one pound spent on email marketing has an ROI of 38 pounds; in the US, it’s $44
It is important to understand where Email Marketing is at and where its going. Especially when these changes impact the day-to-day business of your company. With big changes in the last year like GDPR, ways have and will change.
The future of Email marketing will be heading towards Artificial Intelligence.
Email marketing these days is tailored to each individual
and lets you know exactly what your Customers needs are and when they need it!
We all write Emails these days more personalized, there is a bigger chance to open an Email when it includes your First Name. With these, obviously Customers are getting aware of the way Email Marketing is working and the Spam and Blocking lists are getting bigger.
But what is Artificial Intelligence
Every daily personal Email provider like as an example Gmail uses AI (Artificial Intelligence) to sort out the Spam Email from your Primary Inbox – and these also affect your Email Marketing!
The Artificial Intelligence systems make these decisions for you, whether your Email lands straight in the Spam box or included with hundreds of other Marketing Emails in the Promotion Inbox. AI uses very specific rules that uses data, from millions of users to figure out how Emails should be sorted – which then improves over time based on the Users behavior. Which means if you don’t open or engage with a certain type of Email or Email address – these more likely will land in your Spam folder.
Which highlights the real Problem of Email Marketing. Its not about the one Email that gets ignored, the problem is when you send to many Emails which are getting ignored, get marked as Spam or move out of your Primary Inbox straight to your Spam or Promotion folder.
All Email Providers use an Artificial Intelligence system, which has different criteria tailored to the Users needs. Unfortunately, there is no list on how to bypass this Problem.
The receiver himself is in total control – how AI will deal with your send Emails.
How GDPR & Data Protection helps building healthy Relationships
We are all aware of GDPR and the recent impact of it. Customers have more control over the personal data and Email addresses. But at this point, you can use it as a help ladder, target and personalize your Email correctly and build trust and a healthy relationship with your Customers.
Email Marketing is constantly growing and we are all out here with the same goal – to reach out to potential Customers. Use your contacts right and make your Emails as interesting and personalized as they can be, to get the best results out of your Email Campaigns.