1. The e-mail has future
When we speak today about email marketing, you first need to make one thing clear: The e-mail as a communication tool is alive and has a future. More than once it was declared as a mouthpiece between companies and customers for dead.
The great advantage of email is its changeability. It is now over 30 years old and has gone through many changes.
Whether it was the great uncertainty due to spam messages around the turn of the millennium around the advent of social networks or the transition to mobile devices in the 2010s - the email has recovered again and shines after each transformation in a new light.
But one thing has changed: the conditions. Previously already sparked the idea to send promotional email recipients directly into their digital mailbox, from a small revolution. Since the e-mail has become the communication medium and mail rather being the exception, emails have but offer considerably more to succeed.
2. Mass mailings are history
Newsletter were once mostly shipped to the watering can principle:
A large list of recipients is often possible bombarded with the same content. The idea seemed to be that already have any of the many recipients will eventually deal with the newsletter.
The principle of "quantity instead of quality" even led that some senders resorted to drastic measures and bought email lists. As the success of mailings looked that have been sent to such general or illegally collected lists as you can imagine.
Meanwhile newsletter have a lot more to offer than just spam messages! List size and delivery frequency per se are no longer regarded as reliable success factors. Instead of hoping that a few recipients are more or less randomly curious, the emails must be explicitly tailored to the individual recipient.
3. The mailboxes are mostly completely filled
Over 200 billion emails are sent daily worldwide. Such amounts are difficult to grasp, but this is just to give you an idea of how filled most of mailboxes worldwide may be.
4. Attention is a limited commodity
Not only the sheer quantity of sent e-mails makes it more difficult to attract the attention of the receiver itself. Even reading behavior is changing. The increasing use of mobile internet and new devices such as smartwatches ensure that e-mails are sorted out even faster.
The decision for or against shall be taken within a split second. If an email can convince not immediately, it is often deleted within seconds.
Most of the time the entire content is not even taken into consideration. There is just a short preview on smartwatches and users need to make fast decisions, if he or she wants to read the rest of content or not.
5. The recipients have become more demanding (rightly)
The demands on the quality of e-mails has increased, with mass mailings can today hardly anyone fob. The need to understand business and e-mails as a means of interacting with people, not as contact records.
In email marketing, it still is often only about achieving good ratios. Success is evaluated in terms of open rates, click-through rates and other statistics. This is in principle a good approach and the first indications of how well perform their own campaigns.
It is often forgotten, which really better results can be achieved. Success in email marketing means one thing above all: Satisfied receiver. Happy receivers are also loyal customers - they open emails, visit your online store, have a positive image of your company and be involved as in the form of conversions with your mailings. The focus should be the grade of satisfaction of recipients.