by Wikus Engelbrecht
24. marzo 2011 22:30
With Yahoo! Mail rolling out a new futuristic Beta, email design has received a revitalising jolt this past week, much due to a crucial tweak that has email marketers salivating.
The bottom line is that the engaging graphical content that lets marketers drive their message home will now be visible as a standard setting, as opposed to cautiously prompting users to decide whether they would prefer to see those or not. Most significantly is that images displayed in the body of an email are now ON by default in the new mail client, instead of having your design automatically butchered by being bruised with uncomplimentary blank areas.
Direct email marketers can sometimes be irked by how an anonymous developer, bound to a desk in some arid corner of Silicon Valley, is bringing home the bacon by regularly making alterations to their inbox functionality that ultimately, though perhaps unintentionally, hurt their conversion rates and reverse-engineer their profitability.
All of that, however, is fast becoming history.
Blunting down the blows from Facebook’s favorite tirade on how limiting email clients are, these same companies are drawing new battle plans around the trend of messaging-platform agnosticism. Which is to say that developers are going at great length to incorporate more of the rest of the services on the cloud to their own apps. Working to make email clients faster, safer and easier to use in any possible way as a modus operandi is becoming less of a priority since competition with social media platforms and their bids to incorporate all channels into one seamless client is forcing email service providers to follow suit and change how they operate and evolve.
The beat is changing for bulk email marketing in that HTML newsletter services are finally departing from having to be subjective to major mailing clients and amend their methods after update cycles.
For once Innovative companies such as Yahoo! are getting it right, taking steps in enveloping the internet user-experience as a whole, working along with popular services and helping close the gap to the growing activity-hive of social media platforms.
Partial to pounding the “email is dead” drum, some pundits should become systematically less vocal as email services re-invent themselves and find fresh ways to pick up the slack. All we know is we can’t wait to see how the next big move will benefit the bulk marketing world.
