A reflection of this situation are the latest acquisitions of ESPs by technology giants such as Salesforce, Oracle and IBM . On the other hand, recent articles in the specialized press emphasize the strengths of Email as a relationship channel between editors, advertisers and organizations with their users. Thus, for example, Harvard Business Review headed an article in October 2015 with the title “ The Triumphant Return of the Email Newsletter ”. In a previous post we already echoed an article published in 2014 in Techrunch entitled “ Why Everyone Is Obsessed with E-Mail Newsletters Right Now ”, and which anticipated what another of the reference publications wrote in January 2016 under the title “ The Triumph of Email. Why does one of the world´s most reviled technologies keep winning? ”. Among the main factors that are contributing to this resurgence of email marketing we find:
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Email marketing is based on the permission that the user gives switzerland mobile phone number list the advertiser to send them information of interest. Unlike other intrusive models, the very nature of the channel gives the user control, and this is a great advantage.
Faced with the restrictions that AdBlocking systems generate in more intrusive advertising formats, brands are betting on a direct and trusting relationship with their users .
Using email is one of the main activities of users on mobile devices. In fact, research on the use and perception of email marketing carried out by Adigital shows that 80% of Internet users check their email daily using a mobile device .
This context of direct relationship between advertisers and users and mobility is posing a challenge for the Email Marketing industry, which is demonstrating a great capacity for innovation and generation of highly effective solutions for advertisers. Thus, currently email marketing already allows the following:
Allows the user to interact with the email from the inbox.
Adapt content and formats to the interaction device (mobile, desktop).
View video formats from the inbox.
Adapt content to the geographic and temporal context of user interaction with the email.
Involve Email throughout the Customer Journey , coordinating it with the rest of the digital channels.
We are seeing how brands are finding in email one of their best allies to develop direct, personal and trustworthy relationships with their users, so we are in a very stimulating moment for Email Marketing professionals.
