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The Evolution of Email: How Email Marketing Has Changed Over the Years

Using Designation’s free newsletter templates, reaching a potential consumer’s inbox and persuading them to take action is relatively easy, since the format of these newsletters is attractive and designed to maximize their effectiveness.

At first, the purpose of emails was none other than to replace traditional mail, providing greater immediacy in communications.

In other words, it was a substitute for postal mail, which was the method by which people had communicated for centuries.But just as marketers were already using traditional mail to send promotions, catalogs and other types of contacts of a commercial nature, they soon realized that the same system could be implemented in email.

This last year, the entire sector ended up suffering the last consequences derived from the European Data Protection Regulation (RGPD / GDPR). Its entry into force, back in 2018, meant a decrease in the size of subscriber lists, coupled with a significant improvement in their quality. This obligation to collect data in a more transparent way has allowed audience confidence to increase, as subscribers have become more aware of the use made of their data. Ultimately, all of this has resulted in better delivery, open and click rates.

On the other hand, 2019 also allowed us to start seeing new technologies that will pose a great challenge for the marketing industry, and that will be very present in the immediate future. We are talking about voice assistants, and Google’s “Accelerated Mobile Pages”. In both cases, we are before tools that imply a change in the way of designing and coding emailing, as well as in the way of measuring user interactions.

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Taking this context into account, from Acrelia they have thought it appropriate to point out what trends will predominate in 2020, what currents the  Japan Email Database world of email marketing will follow during the next 12 months, and they have listed a series of aspects to assess for the new year.

The importance of mobile devices lies in 53% of the total traffic they register in navigation. Every day more people access the internet through their smartphone, forcing the creation of “responsive” campaigns adapted to content and design. However, there is still a substantial difference between mobile browsing and buying and selling from the mobile, since 56% continue to buy from their pc or laptop. Even so, purchases in this area grow 23% annually, so in 2020 it will be necessary to create strategies specifically aimed at mobile users.

It will be important to keep an eye on the progress of Google’s Accelerated Mobile Pages (AMP) project. Supposedly, this system allows you to create interactive and updated messages in real time, which opens up a wide range of possibilities, such as confirming attendance at events, completing questionnaires, interacting with image carousels, viewing product prices in real time, etc.

This concept will begin to make its presence known in mailing shipments this year, with the aim of fostering user interaction and accelerating conversions. At the same time, it will allow adding certain interactivity, incorporating, for example, the mechanics of games, either by offering the user incentives such as discounts or special promotions, or by promoting web browsing, as well as responding to surveys and questionnaires.

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Graphic resources are a powerful tool that allows you to communicate in a really effective way, in addition to increasing user interaction and facilitating the purchase decision process, creating trust in users. In this way, the bet will be aimed at personalized creatives, through illustrations without going any further. Animations in APNG format are also a good resource, as are 3D animated images.

It is clear that recipients have less and less time to consume the information they receive, so their attention span is reduced. In this situation, the trend for 2020 is to design minimalist emails, as long as they encourage the increase in the use of smartphones. They must be concise, clean, easy to read, eye-catching, and monochrome to be effective and efficient.

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.

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