In itself, email marketing grew considerably in 2015, although it is still considered that many companies have not even tried to take advantage of the personalization possibilities offered by email marketing.
So, we lift the curtain and analyze the status of email marketing in 2015. In addition to the dozens (or hundreds) of examples, tips and recommendations that we have given you at Mittum over the past year, it is worth recapitulating the major events, news or facts of the year that has gone by and seeing how they impact 2016.
What happened to email marketing in 2015?
One good thing: the introduction of new tools, such as Google Customer Match
Something interesting: the social networks' commitment to email marketing
On the ugly: the dissolution of Safe Harbor
What happened to email marketing in 2015?
Initially, 2015 began with various growth predictions for email marketing, including the latest VentureBeat report highlighting email marketing as the tool that generates revenue most consistently over time and that, despite this, is not being fully exploited by a large number of companies and organizations. It will surprise more than one person to know that, at least according to VentureBeat's numbers, the ROI of email marketing in 2015 was labeled at 222%).
One good thing: the introduction of new tools, such as Google Customer Match
As it has always done, Google never stops innovating and trying to show us that it wants to always be one step ahead in technology and the world of online advertising and marketing. For the 22nd edition of Advertising Week, based in New York, the computing giant Google unveiled the presentation of a new product called "Customer Match" .
Tips to build loyalty with your audience or brand community
Thus, Google Customer Match acts as a customer database transportation email list tool that can be used for various email marketing activities; you can upload an email list and build advertising campaigns based on these users , specifying whether these users were captured from Gmail, YouTube or from forms or ads on Google.
For many of those who know how valuable it is to have segmentation tools, Google has made life much easier for many marketers with this, becoming one of the great tools for email marketing in 2015.
Something interesting: the social networks' commitment to email marketing
2015 can also be remembered as a year in which the various social networks began to integrate themselves into a much broader (and more complex) digital ecosystem, allowing integrated payment buttons and methods - both on desktop and mobile.
But that's not all. Some companies like Instagram adopted email marketing in 2015 as a tool to regain the interest of their users (something that hadn't really happened until recently, after the maturity of these media).
In that vein, Instagram has started sending out its own email feed called “ Highlights , ” featuring the best posts from people you’re following, with the goal of re-activating users who have lost interest in the social network. Bonus points for Instagram, which made the most of email marketing in 2015!
On the ugly: the dissolution of Safe Harbor
Finally, at the end of the year, a piece of news hit email marketing hard on a global level. A ruling by the European Union courts put an end to the "Safe Harbor" regulation, which stipulated the list of servers and countries that could process, extract and work with data from the European Union; after this ruling, the USA was expelled from the list (unfortunately, MANY companies and services are hosted on US servers).
