About 35 years after its creation in Germany and despite the opinion of many self-proclaimed experts, email is more alive than ever – but it is not always in the light of a bright sun …
Spam and phishing often cause problems for recipients and damage not only the reputation of the email, but also that of the sender. In addition, emails are considered “modern” and should meet the individual expectations of consumers.
This is why legal regulations, such as the European Union General Data Protection Regulation, which entered into force in 2018, very precisely determine who can send an email to whom and on what occasion. However, its application is not so easy, as evidenced by the daily flood of spam.
Email marketers, Internet service providers and email service providers have worked together for years to make email a better and more reliable marketing tool. The keyword: “self-regulation”. Experts from around the world will discuss how it can work and existing technical specifications under the motto “E-Mail – Just For You” at the CSA summit from April 10 to 12, 2019 in Cologne.
“From a technical point of view, anyone can send email as they please,” says Julia Janßen-Holldiek, director of the CertifiedSenders Alliance (CSA). Emails are created quickly and are mostly free. This makes it the ideal marketing tool. Unfortunately, as already mentioned, email and its senders do not enjoy the best reputation everywhere.
In fact, recipients repeatedly find emails in their inboxes that they don’t want to receive and whose content doesn’t interest them. However, since compliance with applicable law is not important to some and the prosecution of each case is unrealistic, self-regulation is to be expected.
Email service providers are an important part of this self-regulation. Even before the user reads their email, mailbox providers have set up filters to ensure that recipients only receive the email they want. In addition, certain technical standards must be respected for their email to pass through these filters.
The definition of these standards will be the subject of a separate workshop at the CSA Summit. Of course, the providers themselves are particularly interested in ensuring that these standards are met and that the user experience of the mail recipient is as positive as possible. That’s why they also work with senders to improve the customer experience of mail recipients and protect them from unpleasant events in their mailbox.
These points will also be addressed at the Summit, providing an overview of what emails will look like in the future. New technologies should allow a customer experience sticking to his inspirations and not a boring classic marketing does not meet user expectations.
If you now assume that an email is “clean” from a legal point of view and meets the standards of email service providers, you are far from certain that it will lead to success. and that the recipient will have the reaction desired by the sender. “Our motto” E-Mail – Just For You “underlines on the one hand the individual requirement of the recipient of the email to receive only serious and relevant information by email tailored to their individual needs.
On the other hand, it must also make clear the professional desire of marketers to establish a close, personal and ultimately profitable relationship with existing or potential customers, “says Julia Janßen-Holldiek.
The more personal and individual an email, the more relevant it appears to the recipient. Several presentations at the CSA Summit will therefore analyze how to optimize the user experience in email marketing through the use of interactive emails or based on customer feedback while maintaining confidence in the “email” channel through the meets standards.
CSA is a joint project of the eco e-commerce association with the German association for marketing dialogue DDV (Deutscher Dialog marketing Verband). CSA acts as a neutral interface between email service providers and commercial email senders.
The objective of the CSA is to improve commercial emails to a very high level of quality with an internationally recognized standard. Senders who meet this standard are CSA certified and recognized as serious senders by the email service providers and spam filters involved in the project and are not filtered. CSA is a community in this area in which different participants cooperate with each other and adopt new approaches to self-regulation.
The CertifiedSenders Alliance CSA Summit, which has been held annually for six years, brings together email marketers, Internet service providers (ISPs) and email service providers (ISPs) from around the world to exchange information on email marketing.
For more information on CSA’s work and certification, as well as all the technical and legal aspects of email marketing, go to https://certified-senders.org/de/. Additional information on the 2019 CSA Summit including the agenda or a registration form is also available at https://summit.certified-senders.eu/.