The Evolution of Email Marketing

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Let’s start this topic with a situation which goes like this, so you have created a product, ran a sample test and people loved your product. You are all set to launch the product and there comes the big day. You launch that product.

Then what? Nothing? Yes, you are thinking just right, many people do this blunder. Your product or service may be the perfect one but being perfect doesn’t assure sales. What does assure sales is the marketing plan in which email marketing is one of the strongest and most important tools for marketing even today.

You might be wondering why I have used “even today”. That is because email marketing has changed a lot over the past years and believe me when I say it, you have to constantly polish your email strategies to keep up with the pace of this fast-growing and ever-changing industry.

The change is not just one dimensional but it is multi-dimensional.

Now let’s compare the Email 1.0 with today’s revised, reformed and reconditioned Email.

We’ll go one by one and understand how these changes have happened. And we’ll also take a look at how are these being adapted, wherever possible.


  • The Journey from a closed platform to an open platform. You could send emails only to people who were on the same platform. But now you can send them on different platforms, even the messaging apps. This is like a boon to marketers because today’s customers are there on one or the other platform. If one door is closed you can always knock the other one.

The fact that 56% of the email users prefer to open the email on their mobile phones proved this change to be a good thing for the Marketers.


  • The journey of Spam: With email becoming an open platform where you could reach an incredibly large audience at a low cost, spam became a serious problem. But the definition of spam has been redefined in the eyes of customers from being malicious content to un-actionable content. Basically, the negativity has been eradicated.

But the marketers have been keeping up with it by practicing some strategies that don’t let their emails drop into the spam box.

Here are some of the points that you should be careful about to stop your emails from going in Spam boxes:

  1. Avoid buying email lists.
  2. Increase your open and read rate, since the top webmail providers say that they consider low engagement rate as one of the factors for their spam filters.


  • Make sure your emails are memorable. Use a catchy font, images, infographics and a name that they remember giving permission to.
  1. Clean and update your email lists. The third most popular reason why your emails go into spam is that the majority of the contacts in your lists rarely open their Ids which unfortunately is one of the filters.
  2. Deceiving and misleading subject line.
  3. Avoid using spam trigger words like amazing, for only ($), free and toll-free, order now, this is not spam, etc.


  • Targeted emails: So, we all have accepted the fact that the customers are more powerful and aware than ever and they don’t want to see anything other than what they want. And therefore sending right emails, to right people at the right time has become The MANTRA of all digital marketing strategies. You can target your audience on the basis of your idea of who your customers are. It may be on the basis of location, age, gender, occupation, etc.

Emails with the recipient’s name in the subject line are 26% more likely to be read.


  • Interactive emails: companies have started sending creative and engaging emails to customers rather than only the salesy emails. This has helped marketers to attract customers in a cost-effective way and to maintain a loyal customer base.



  • The ‘Mailable Microsites’: it is the new name for email rebirths. With day by day shrinking attention spans, they are surely the next big thing. People want more focused content and if they don’t find it they leave the site. Microsites are simple and easy to navigate. They are generally used for the purpose of launching a new campaign. Telling a short story or provoking a call to action.


  • Video: Embedded videos in emails became increasingly popular but were not accepted due to the lack of proper bandwidth and support.



  • GIF: “A picture conveys a thousand words. A video says even more. But, a GIF makes you fall in love.” This line says everything about how much GIFs are adored and help marketers engage their customers.


  • Countdowns: Including countdown timers in the emails psychologically trigger call to actions. It induces FOMO(fear to miss out) in buyers.


  • Automation: today automation has made all the complex tasks of targeting and segmentation very easy, efficient and effective. Marketing automation is being adopted by the smartest companies due to the reason that the automated emails are timely, personalized and hyper-relevant. Such emails boost the open and read rate thus increasing the engagement.


So, this was all about the transformation of Email 1.0 into the whole new, smart and personalized Email that is still considered to be the most effective marketing tool that we have. The emails have definitely changed over the years to the emails that we now love. Have you updated your email marketing strategies yet?