Five Reasons Email Remains Dominant

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Optimizing email based on customer behavior analysis. The route to market for today’s most sophisticated mailers has changed significantly, from delivering a particular campaign X times a week to sending emails based on user interaction with the website and/or mobile apps. Campaigns or batch communications assume that all recipients are basically alike — these tactics leave less room for content optimization based on user preference like geographical location, previous website history, purchase history, etc.

By connecting the website and apps to an email engine that keys off of both email metrics and web analytics, automated email delivery can become a routine communication rather than something driven by eureka moments. Data is the gold standard; the key to unlocking the potential of data is to make it actionable. Analyzing data after the fact, after an event, has you missing the window of opportunity. Email systems need to be tied into the analytics in real time so that important moments in the cycle don’t perish, but rather become the basis for ongoing, regular communications.

We live in an app-driven world. So it may be a surprise to some that the common denominator allowing people to download, use, purchase and move between apps is not some hot new technology. It is email. As the common linkage between channels, email is the ubiquitous master channel that enables people to plug into social networks and connect the various components of their digital personas.

The standard that defined email was codified 33 years ago. It hasn’t changed a great deal since its inception. The world has grown up on email, and an array of technologies and enhancements have been developed to ensure the long-term viability, security and cross-platform functionality of the medium.  

Email’s ubiquitous nature extends beyond marketing into the automation of customer service. Where would we be without automated password resets via email or abandoned shopping cart messages? Or the humble welcome letter, policy updates and other forms of transactional messaging. Email is the system of record that helps us organize, document, track and streamline commerce while providing an audit trail. Email gives us the option to be as verbose as we want to be, or as curt and direct as we need to be.

Numerous pundits have stated that Millennials are moving away from email — Snapchat was the latest thing. Before that it was SMS; now Meerkat and Periscope are in vogue. Here’s the plain truth -- Millennials are growing up snapping, Vineing, Meerkating, Periscoping – they're coming of age on social networks and then embracing email as they enter the workforce, or with their first Amazon purchase, which uses an email address for a login and relies on email for the stream of confirmations and updates that follow.

In this slideshow, Phillip Merrick, CEO of Message Systems, has identified five reasons email remains dominant and isn't going away any time soon.


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