The first network
mail was sent on
ARPANET and this
was the first step
for electronic mail,
fondly called 'E-mail'.
First commercial email client, Microsoft Mail is released for Mac.
Pure text emails were used.
Introduced us to HTML emails taking over plain text emails.
Yahoo! Mail, AOL, Hotmail and Gmail get recognized as email clients.
Responsive emails were introduced and 'embedded video' in email was first used.
Responsive emails grabbed the momentum.
Integration of CSS along with HTML brought in the era of Interactive emails.
CSS animation within email gains momentum.
In the early stages of HTML emails, there was a lack of proper formatting and images were placed inline with email content. Gradually the importance of text alignment, placement (and importance) of a hero image, significance of the elements based on fold was recognized. With support for CSS3 & HTML5 along with compatibility across various email clients, modern day emails have become a force to reckon with.
The overall attention span of subscribers has reduced to
8 seconds. This combined with increased email opens in mobile highlights the 2 major changes in the behavioral pattern of email subscribers
Human attention span is now 8 seconds. Over the years, email has evolved to convey more in lesser time.tweet
Otherwise named as Johnson Box, it is a snippet that doubles up as secondary subject line. Nonetheless, a great way to convey things left unsaid in the subject line.
Based on certain conditional statements, the email content has a flexibility to change according
to the statements. This way a single email can cater different information to increase personalization without a fuss. Such is the potential of dynamic content in emails.
Visually captivating email with images is very effective compared to a pure text-based email. A proper layout combined with an image can also guide the eye movements of the end-user.
Apple introduced the Retina display with the launch of iPhone 4 and revolutionized the way images are viewed. For a better view, modern emails feature images with double resolution that help deliver enhanced clarity.
Many email clients disable images unless user approves it. This lead to using ALT-text for conveying a message when images are disabled; some went further ahead to create art by slicing the images to form giant pixels.
Video in email made a stunning debut, boosting the open rate to 19%. But lack of proper bandwidth and menial email support stopped it from being adopted. Again with Apple’s iOS10 supporting embedded video in email, the future looks bright.
“A picture conveys thousand words. A video conveys even more. A GIF however, makes you fall in love!” With most email clients supporting animated GIF, email marketers are harnessing the power of GIF to emulate video playback without running into deliverability issues or improper rendering.
The feeling of FOMO (Fear Of Missing Out) is best captured by including a countdown timer in emails
as it psychologically triggers users to take action. Most e-commerce emails now
feature counters or a countdown for limited stock offers.
With open rate increases of 19%, embedded video in email is making a comeback.tweet
Evolution of email design over the years is not completely foolproof. Some email clients still wreak havoc; leading to introduction of certain policy changes (like CAN-SPAM Act).
On viewing emails in a display larger than 1920x1080, Outlook tends to skew image placements; fonts might become larger and thicker along with gaps in between layouts.
Gmail is the second most used email client globally, yet it didn’t start supporting media query till late 2016 (still waiting for the update). This made coding of emails in a separate layout without media query called spongy. These emails combined with media queries (for other email clients) were called Hybrid Emails.
As a step to reduce unsolicited email marketing, every marketing email sent should now feature an unsubscribe link, alongwith the sender details.
To stand out amongst competition, emails need to reach the inbox at the right time. This is the logic behind Triggered emails and Email Automation. As soon as a prospective lead subscribes to a service, an email is immediately sent to them; that is the first step down the sales funnel.
With Email Services Providers (ESPs) undergoing major changes in GUI aspect, making changes in email doesn’t mean skimming through lines of code but instead it is as simple as drag and drop.
Discussions and debates on ‘email marketing making way for social media’ have been rife for quite some time. However, recent innovations in the email industry beginning from interactive email designs to intricate methods of personalization and segmentation have helped put emails on the fast-track to future.
Email personalization is great in the context that it helps increase open rates. But by adding interactivity into the mix, the user
experience is enhanced. This translates into the subscriber spending more time with the email. More time spent means
increased lead generation capabilities.
Increased popularity of wearables and introduction of smart appliances in the present generation market, is all set to make way for innovations like the integration of emails into IOT (Internet of Things). Soon an email to your refrigerator could get you the grocery list or an email to your car could switch on the air conditioner.
Lead generation and drip marketing emails can become smarter with increased personalization. Improved machine learning in turn aids in churning the collected data to create a refined customer persona. Recommendation engines and chat bots have shown significant improvement since past few years.
can soon transform emails into microsites so that the end-user can complete a task right within the email without depending on any supporting applications.
Moreover, the prospects of emails in Omnichannel marketing can help consumers and retailers alike. Shopping experiences can become seamless with emails connecting both digital and brick & mortar stores together. A purchase in the real-world generates a receipt in the digital domain and helps collect digital fodder for creating detailed customer persona.
Emails to soon become ‘Mailable Microsites’ with the use of interactive email elements. Know how.Tweet
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