Email marketing could be so easy: you write an email, press “Send” and the email arrives straight to the recipient’s inbox. Ideally, the email is read because it is relevant and interesting to the recipient, and the recipient becomes a client. But unfortunately, it is not that easy …

The expectation of senders that every e-mail sent ends up where it should end up does not correspond to reality. There are also certain expectations on the part of recipients who wish to receive only emails whose content is relevant and interesting and which are addressed to them personally.

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And of course, they don’t want to receive emails that damage their computers or that were sent with fraudulent intent. And there too, the aspiration and the reality are very far from each other.

This article therefore deals with aspirations in email marketing that do not always correspond to reality. But why is this the case? Below are some reasons and what you can do about it.

The gap between what is wanted and what is actually happening is partly due to the fact that many different parties are involved in sending and delivering email, from the sender to the email provider in through the email service provider (ESP) and the recipient. All parties involved have different needs and intentions.

Let’s start with the sender. In the case of commercial e-mails, it is generally a brand, for example a fashion brand. On the one hand, the sender wishes to reach the largest possible number of recipients and therefore potential customers with his advertising emails. He naturally also wants to trigger a customer action with his emails, in the best of cases even a purchase decision, and in addition to protect the good reputation of his brand.

On the other hand, we have the recipient. He has little interest in mass mailing, but wants to be informed about the products that interest him and is happy to receive an individual and personal email.

Then there are the ESPs (email service providers), who take care of sending emails for the brand and ensuring that as many emails as possible reach their recipients. Finally, between the sender or their ESP and the recipient, there is the Internet service provider that makes the messaging services available to the recipient.

It is in their interest to effectively protect their customers / users from spam and phishing. And email providers are strict when it comes to letting email into their users’ mailboxes: does the sender have a good reputation? Has he clearly authenticated? Does the recipient want to receive emails from the sender? In order to meet the expectations of the messaging provider, ESPs also depend on the brand’s help, as their address list is the basis for the shipment.

Clean and up-to-date address lists are an essential prerequisite for good email distribution and a good brand reputation. And ESP also wants to maintain its good reputation and be seen as a reliable sender by email providers.

So email has already overcome a number of hurdles before it arrives in the recipient’s mailbox. Which doesn’t mean it will be read. An email must be designed so that the recipient feels personally addressed and informed appropriately; in other words, that his expectations are met, or ideally exceeded.

Conclusion

Email marketing is not about distributing advertising emails as widely as possible. In order for an email to reach its recipient and fulfill its objective, all those involved in email communication must also know the expectations of others and act accordingly.

If all these criteria are taken into account, the customer is happy to receive interesting information by e-mail, the sender is happy to see the click-through rates increase and the gap between expectations and reality narrows.

At the CSA 2020 Email Summit, April 22-24, the focus will be on how to close this gap and how marketing companies can take advantage of it. He will also present innovative technologies that will make the e-mail of the future even more efficient.

International speakers from brands, ESP and messaging providers, including Verizon Media, Google, 1 & 1, Sales force, dot digital, MAPP Digital, change.org, Josef Witt GmbH and rabbit eMarketing GmbH, will explain in their presentations the solutions approaches from their point of view. The legal and technical aspects are dealt with intensively in workshops. All conferences and workshops will be conducted in English.

For more information on the CSA 2020 Summit you can visit: https://summit.certified-senders.org/

You can register directly for the Summit by clicking on this link: https://summit.certified-senders.org/registration