Are we witnessing the second maturity of email marketing?

After a few years in which email marketing seemed to be losing its reputation and prestige, recent changes in the digital advertising industry and in the way users connect to the web, along with some very notable innovations in the email sector, are significantly revitalising it.

A reflection of this situation is the latest ESP acquisitions by technology giants such as Salesforce, Oracle and IBM. On the other hand, recent articles in the specialised press emphasise the strengths of email as a relationship channel between publishers, advertisers and organisations and their users. For example, Harvard Business Review headlined an article in October 2015 with the headline ".The Triumphant Return of the Email Newsletter". In a previous post we already echoed an article published in 2014 in Techrunch entitled "Why Everyone Is Obsessed with E-Mail Newsletters Right Now"and which anticipated what another of the reference publications wrote in January 2016 under the title "The Triumph of Email. Why does one of the world's most revitalised technologies keep winning?" .

The main factors contributing to the resurgence of email marketing include:

1. Email marketing is based on the user's permission for the advertiser to send them information of interest. Unlike other intrusive models, the very nature of the channel gives the user control, and this is a great advantage.
2. In the face of the restrictions that AdBlocking systems generate in more intrusive advertising formats, Brands are betting on direct and trusting relationships with their users..
3. Email use is one of the main activities of users on mobile devices. In fact, from research on use and perception of email marketing The results of a survey carried out by Adigital show that 80% of internet users check their email daily via mobile device.
4. This context of direct relationship between advertisers and users and mobility is posing a challenge for the email marketing industry, which is demonstrating a great capacity for innovation and the generation of highly effective solutions for advertisers. Today, email marketing is already enabling the following:

• The user interacts with the email from the inbox.
• Adapt content and formats to the interaction device (mobile, desktop).
• View video formats from the inbox.
• Adapt content to the geographical and temporal context of user interaction with the email.
• Engaging Email throughout the process Customer Journeycoordinating it with the rest of the digital channels.

We are seeing how brands are finding in email one of their best allies to develop direct, personal and trusting relationships with their users, so we are in a very stimulating moment for Email Marketing professionals.