Email, today is not a novelty at all. We are accustomed to living with him in many facets of our day to day and it seems that you can not innovate much regarding its operation. Actually, online marketing using e-mail continues to enjoy very good health today, even with all the changes it has undergone in recent years.
Certainly many things have changed regarding email, especially at the level of the massive percentage of users who read emails with the mobile and the way of doing things has become more refined, but at the level of operation is still one of the ways to make online marketing more profitable. It is a direct and personal way of approaching the customer, at least if it is done in a correct way both in the background and in the form.
For this, two basic principles need to be maintained, that the email is previously accepted by the recipient (obligatory for legal reasons) and is personalized for the recipient. In certain specific cases, the relevance may be less or taken in a more liberal way, but personalization should be carried out in the most maximalist way possible because the success of the emailing campaign depends on it. The personalization goes from saluting to the recipient by its name, following that the content responds specifically to the characteristics of the individual (like all inbound marketing)
We must also consider that databases deteriorate rapidly over time, so to maintain the quality of the database, you will have to get new emails on a continuous basis. This implies a constant work to maintain the database that can be intense in many occasions and should not be underrated.