The e-mail is one of the most popular online marketing tools worldwide despite the general frustration about unsolicited advertising. Also this year, the use of newsletters and other mailings is still a crucial marketing tool, contrary to the many claims that social media will replace the e-mail marketing.
One reason for this is the fact that e-mails are the most personal of all electronic media, because they can be easily personalized. In addition, e-mails get more attention from their recipients because they have to be aware deleted. In contrast, a post or a tweet can be easily overlooked. A survey showed that 44% of consumers have made a purchase as a result of commercial e-mail so far only 10% due to an ad on Facebook.
However, advertisers must always come up with new opportunities to make their e-mail for the customer special so that it is not simply deleted carelessly. The personalization in e-mail marketing must therefore go far beyond the usual custom of greeting and segmentation by gender and provide the customer a personal value. In the following, some examples are listed below:
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Live-Countdown:
Display of the timing of a discount promotion, or the remaining number of available products.
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Variation of content:
Design of the e-mail is dependent on date and time of day of the opening or the current weather conditions.
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Videos:
Installation, for example, personalized videos in order to increase interest.
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Geo-localization:
Illustrate the nearest branch.
Despite the full mailboxes a successful sending of unsolicited e-mails is still possible. Especially through new and innovative elements the e-mails can attract attention with the costumers.
