Email marketing has been the key method for promoting products to new consumers at a low cost. It offers the method of sending messages to the prospective client directly. However, the method requires the right content and messages that could convey messages quickly.
The method enhances conversion rate, and markets can use the segmentation of customers to identify the verticals being sold to. These strategies can employ cross-platform systems to promote access, e.g., ads on desktops and mobiles, where mobile is increasingly becoming the tool to buy products online.
An easy mobile supporting user interface and useful content – to tell a lot in a few words can help the buyer to identify the real value offered by the seller and take decisions immediately.
Responsive designs can quickly help the buyer know about the offered product or service.
Changes in Email l Marketing
This year marked the 40th anniversary of email marketing. The method was first used on May 3, 1978, when the company Digital Equipment Corporation marketer first sent an email to 400 business clients.
The receiver of the emails complained against the marketer for using it – as it raised privacy concerns, but today many users get such emails listed as spam. The first company using the feature could generate $13 million from sales through these methods.
Marketers send these messages to all the registered customers, including many who were not willingly subscribed to the feature, but it is not considered inappropriate now. This method was called electronic mail for the first time in 1979, but the term was added to the Oxford dictionary in 1989.
The word spam was first introduced in 1998, and in 2003, the US government passed the Can-Spam act to regulate commercial practices where the user has the right to opt-out.
In 2007, iPhone introduced improved screens and devices widely adopted and used by customers to buy products.
This sector got saturated around 2010 when the inboxes were filled with unwanted emails, and the marketer had to search for alternative methods to improve the delivery of messages. As a result, dynamic content, newsletters, and reliable method of communication were developed to promote interaction with clients.
In 2018, a new data protection act was made to prevent access to the client's private data and to bar marketers from reaching clients – without their will.
Fast communication on the internet allows users to shift from one product to another without difficulty, and marketers need to use newer ways to differentiate from competitors. New online marketing channels are responsible for 20 per cent of the business revenue (per the 2017 Relevancy Group study with OneSpot).
Many new systems try to use sophisticated methods where the segmentation of customers and personalisation help to deliver higher conversions. Sellers are mapping content and using urgency tricks – such as offering a deal for a limited time to get an early response.
Interactive messages and artificial intelligence techniques are being developed to generate a call to action.
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