Evolution of E-Mail Marketing

1. Evolution of E-Mail Marketing

2. Evolution of E-Mail Marketing
1978 - Gary Thuerk,
a marketing
manager at DEC,
sent the first
commercial email
mailing to 400
users via Arpanet.
1991 - Hotmail
launched the first
free web based
email service. Now
everyone, not just
students and
employees, could
have a personal
email address.
1998 - Consumers
began to complain
that their mailboxes
are spammed.
1998 2011
1998 the Data
Protection Act was
updated to include
a provision that
required email
marketing to
include an opt-out.
2003 - The Can-
Spam law was
passed in the US
and Privacy and
Electronic
Communication
Regulations was
introduced. In
Europe
2011 - Apple sold
more than 100
million iPhones.
This is significant as
we start seeing a
big shift to mobile
which include
mobile responsive
email design.
1992 - The first
smartphone was
introduced which
enabled a mobile
device to receive
and send emails.
2001 - The first
behavioral email
was sent - an email
that is triggered
based on a
consumers online
behavior..
2004 - The Sender
Policy Framework
was introduced and
provided an email
validation system
by verifying a
sender’s IP address.
2010 - Hotmail
introduced Sweep,
and Google
introduced Priority
Inbox to help email
recipients get rid of
mailbox clutter.
1978
1991
1992
1998
2001
2003
2004
2010

3. Predictive Analytics is the Future of Email
In early days batch and
blast was the most
effective form.
Email marketing list got
segmented by the
marketers.
Dynamic content
marketing offered
marketers to connect
one-to-one with
customers.
Big data is used to
anticipate future
behaviour and
customize content
based on the behaviour
analysis.
Agile email marketing
introduced real time
email personalization.

4. Future of E-Mail Marketing
The biggest focus
areas for the ESPs
are offering easier
integrations, better
interfaces and
automation of
email.
The focus also will
be on flexible and
advanced reporting
of email campaigns
to the email
marketers.
In the coming years
ESPs will to offer
automatic mobile
optimisation of
HTML, at no extra
expense or effort
for the client.
We will also
witness deeper
integrations of
design to make the
email marketing
process easier and
more seamless for
email marketers.
Email is not
replaced by social
media as a means
of personal
communication. It
is rather
complementing it.
ESPs to harness the
potential of social
media, mobile and
email have
integrated email-mobile-
social tools
and offering them
as a service.
The new platforms
will combine all
sales and marketing
platforms into one.
Agency will witness
integration of CRM-Email-
Social-
Mobile-Data.
We will witness
integrations of CRM
tools with email to
make process
easier and more
seamless for the
marketer.
The emergence and
integration of big
data is also helping
email marketing
evolve by telling
marketers not only
what types of
content their
recipients are most
likely to consume,
but when and
where they'll
actually open the
message
Predictive analytics
will be one of the
next big
development in ESP
functionality.
We will witness ESP
implementing a
predictive element
where it suggests
campaigns based
on consumer
behaviour.
Marketers need to
carefully put all
data insights to use
in marketing
campaigns to
improve on KPIs
like acquisition,
retention or loyalty.
It will help email
marketer recognize
value of triggered
campaigns and
sending
personalized brand
messages based on
customer's
behaviour.

5. Thanks !
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