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Jena Donlin is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

269 billion emails were sent daily in 2017 but 45 percent of that email traffic is spam. Worse? 95 percent of that spam is delivered.

This deluge is made worse by our current email inboxes — which are linear and not very dynamic. Content is generated at the point of send and to make an update you have to send another email further burying us all in emails.

However, slowly but surely, email is changing. It’s getting more dynamic with new interactive email options.

Tools like MixMax are allowing us to send more engaging emails with instant scheduling, free unlimited email tracking, polls, and surveys right in the content. Vendors like RebelMail and RealTimeEmail allow for users to perform actions within the content itself.

In February, Google announced a spec for AMP for Email through their Gmail Developer Preview. AMP for email is an effort on Google’s part to move email marketing away from static messaging and towards a dynamic, interactive form of content that could evolve into a channel of its own.

This change constitutes an important shift in delivering experiences directly to consumers — and cutting through the clutter. We’re seeing this not only happen in email but with carousel push like Push Stories and with SMS like RCS (rich communication services).


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