Despite the increasing technological growth in e-commerce, email has more or less remained unchanged since the late 2000s. A recent article published by Mashable analyzed recent attempts at changes to the email experience, what it entails for email marketing and how consumer expectations for the platform have changed.
The role of email evolved from a peer-to-peer messaging system to an “asynchronous message” platform to include newsletters, receipts, bank statements and more. In doing so, email became its own identity and information hub but cluttered users’ inboxes in the process. For its 3.7 billion worldwide user base, the Radicati Group estimatesroughly 269 billion emails are sent per day and the average office worker will receive 121 emails a day.
Multiple technology companies have made attempts at tackling the cluttered inbox issue, with overall mixed results. Google developed a mobile-first email app “Inbox,” Microsoft implemented Clutter to display only users’ most important emails while IBM attempted to combine to-do lists, calendars and documents into the app “Verse.” User feedback, however, was less than optimal, as Clutter was downgraded to the “Focused Inbox” feature in Outlook and Verse has an average two-star rating on its current version in the App Store.
Like most aspects of the open-market competitive nature of the Internet, users have been shown to respond to content that’s personalized, strategic and intentional in design. According to Aberdeen, personalized email messages improve click-through and conversion rates by an average of 14 and 10 percent, respectively. Because of the now-cluttered state of most inboxes, businesses have to fight harder to get the attention of users and entice them to open and interact with their email marketing strategies. Targeted email marketing campaigns increase effectiveness and have become an industry standard, as large databases of data have made it easier to align campaigns with consumer interests and habits.
Dirxion online catalogs can aid a business’s email marketing strategies as the familiar layouts and designs give a campaign an additional layer of depth and interactivity. Printing and shipping charges are eliminated with Dirxion’s services, which give businesses a new and engaging method to attract customers.