Evolution of email marketing in the last 10 years
In our quickly evolving world, the face of email marketing has changed dramatically in the last ten years. According to a report from The Radicati Group, a technology market research firm, email usage has grown 7% every year since 2011. This continued in 2014 and the total number of worldwide email users is expected to hit 2.8 billion in 2018. It has now become more important for the marketers to keep pace with the cluttered world, if they want their message to be heard. Email marketing solutions have become the need of the time to launch a successful email campaign. Following are the main areas that have played main role in the evolution of email marketing in the last ten years: 1) Email Marketing + Impact of mobile devices: In 2007, Apple released the first iPhone, enabling email access through a mobile phone. By 2012, it was reported that over 40% of marketing emails were opened on mobile devices. The number swelled to more than 50% in 2014. Thus, email marketing solutions for mobile phones have continued to grow with customers demanding tap-friendly optimization techniques and small screen content consideration. 2) Email marketing + Impact of Social Media: In 2006, the Facebook network was extended beyond educational institutions to anyone with a registered email address. By late 2007, the site had over 100,000 business pages, allowing companies to attract potential customers. In 2011, Pinterest and Google Plus were launched. Consumers could now interact with a brand through multiple channels. The rise of social media prompted a debate over which medium was better, namely social media or email marketing. The marketers later identified that a mix of the two is what really worked best for them 3) Email Marketing + Impact of marketing automation:
With large number of people constantly connecting through the internet, a new challenge arose for marketers i.e. how to spread the word across a variety of channels? Marketing automation emerged to meet this challenge. Automated marketing rapidly gained traction as more marketers discovered the efficiency and time saving benefits of automation. Infact, according to a recent study from The Lenskold Group, 78% of successful marketers say that marketing automation directly increases their revenue. 4) Email Marketing + Impact of rules and regulations: Changes in email marketing were driven by evolving rules and regulations. In 2004, Sender Policy Framework was introduced, providing an email validation system to help prevent spam by verifying sender IP addresses. In 2008, Windows Live Sender Reputation Data was launched which helped recipients in identifying spam emails. Thus, increasing use of mobile phones to access emails and rise of social media platforms has transformed email marketing in the last ten years. In accordance with these changes, TSLimpact is one of the best email marketing platforms that help marketers gaining an edge over their competitors.
Posted by - Kalpana Dogra on 17-02-2015 Digital Marketing Evangelist at TSLimpact. Always aching to share the latest on the digital marketing ..Passionate about All Things Digital !An ardent apple fan, Great Swimmer and a ZumbaEnthusiast.