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:
Display of the timing of a discount promotion, or the remaining number of available products.
Variation of content:
Design of the e-mail is dependent on date and time of day of the opening or the current weather conditions.
Installation, for example, personalized videos in order to increase interest.
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.