Although there are no more companies that focus their online marketing strategies on newsletters, they are still a very useful and profit-generating tool. As Peter Krasilovsky, an analyst at the BIA Kelsey company, says, “e-mail continues to be a fundamental element of all those used in marketing.” In addition, Krasilovsky says, marketers continue to spend a large part of their budget on integrated marketing, which includes promotions and customer loyalty programs.
The main reason email remains profitable is because smartphone users spend an average of 9 minutes a day checking email online, according to an O2 / Samsung study. In addition, a very important factor influences, which is the loyalty of users who have signed up for a newsletter. The Thrillist group receives seven million unique visitors every month thanks to them, according to its CEO, Ben Lerer, but it is the two million people who subscribe that increase the morning traffic of its websites.
Newsletter subscribers are a lifelong valued audience, says Andy Russell, co-founder of InsideHook. “Every time you send a newsletter you have a new opportunity to renew and grow the relationship with the reader,” he says.
Krasilovsky believes that for the moment e-mails will remain a viable medium and a good tool for online marketing. “It is still too early to say that the e-mail is dead,” he confirms.
Google’s email service, Gmail, updated its terms of service this past Monday to inform its users that both their incoming and outgoing emails are scanned to offer relevant and personalized advertising.
A tool automatically analyzes emails, a controversial practice that has already been the subject of criticism. While many users complain, Google explains this tool as follows: “Our automated systems analyze your content Portugal Email Address (including email messages) to provide you with personalized services, such as tailored search results, tailored advertising, and spam and malware detection. This analysis occurs when the content is sent, received and stored.
Many users have long complained that Gmail violates their privacy by tracking their private environment in order to sell that information to advertisers so that they offer the advertising that best suits their preferences and current situations.
Just a few months ago, Data Protection fined Google for “seriously violating” the rights of citizens by keeping user data “for indefinite and unjustified periods of time”, not clearly informing that such data can be used “for multiple purposes.»3
As you can see when writing an email we must take into account several aspects related to both the form and the content. In addition, in many cases we deal with unknown people, so through that email they will have a Buy Leads first impression of you or your company.
Many companies use email marketing to create brand image and be in communication with their customers. And hindering «The exercise of the rights of access, rectification, cancellation and opposition», that is to say, it prevents the exercise of what has come to be called the ‘right to be forgotten digitally’.