The Future of Email: Four Questions and Answers

Question 1: E-mail is constantly evolving. What big change or innovation will change the way we send emails?

Better ways to deal with the chaos of email.

Email remains, just like most people use it. Unfortunately, the average worker checks his email once every six minutes, and the change of focus due to email interruptions is a productivity killer.

A study by the Danwood Group found that it takes an average of 64 seconds to recover from an interruption in the email (regardless of the importance of email) and return to the same level of productivity. When you add interruptions to real-time communication platforms like Slack and others, people often feel overwhelmed and can be stressed by the sheer number of notifications and messages they receive.

Question 2: What disappears or becomes less relevant to e-mail?

The door clicks.

OK, maybe it won’t disappear completely and we haven’t gotten there yet. However, as more and more functions are sent to people’s email and inboxes, there is no need to click on a separate page to perform many tasks or consume additional content.

From embedded videos to surveys and more, features that previously required people to click on landing pages can be accessed in the person’s inbox. This development can have unintended consequences for marketers, who need to balance the value to more easily engage people, removing the incentive for customers to visit their sites.

Question 3: What is the role of video in email?

There have been comments for some time about the video email trend, but it’s a trend that’s finally here.

Apple’s renewed commitment to video support underscores this fact and means that this large segment still allows users to play videos directly from the email. However, just because you can include videos in emails, it doesn’t mean you should always – twice as much, because you can have an embedded video that plays automatically.

Although the content of the video is more complex and even fun, the way people check email can potentially cause problems. The fact that many people regularly check their email on their phones is quite a challenge. People usually spend only a few seconds reading/examining an email, which means that each video is worth watching in the first 3-5 seconds, or it will be deleted. And automatically playing a video when someone checks your email at a meeting or other public place can cause problems. Some people can turn off the sound, in which case their carefully crafted video production turns into a silent film.

Question 4: What are some of the best tips for email marketers?

Tip 1: Interactive emails

If you haven’t already, look for ways to try interactive email. There is no “right” approach, but you need to make sure that any additional interactivity is appropriate for your brand and your customers.

In addition, interactivity does not need to be incorporated into all emails. Keep it focused on one goal and think of each one as an independent microsite that allows your customers to do something they find interesting or valuable.

Tip 2: Adjust dynamic content

The promise of delivering truly personalized emails (or any other form of communication) always contradicts the reality of an organization’s ability to deliver. Not only does it require a significant amount of data to know what is most important to each customer, but it also takes a lot of effort to define all the logic and content needed to make the resulting email personal.

Better AI should allow more marketers to take steps to unlock the potential for personalization, in addition to saluting the token or account information. The personality must show that you know your customers. To do this effectively, you really need to understand what information you need and how it can add value. It also requires that you can access this data and incorporate it into your messages. Not an easy task.