Email advertising is predicted to disappear from the market completely, or at least is questioned with enviable regularity. But email newsletters are still not only alive and kicking, but also bring online stores up to 30% of revenue. Let's figure it out.

In fact, email marketing is one of the oldest tools for online business promotion. The first such letter was sent back in 1978 by a marketer from Digital Equipment Corporation, although the Internet in its usual form did not exist then. Since then, of course, the email marketing industry has changed a lot, but the effectiveness of the tool has only increased: $1 of expenses brings $42 here, which is a pretty good return on investment. According to the Statista portal, in a year there will be 4.6 billion email users in the world, and in another 3 years the email marketing market will increase to $18 billion.

Data Security And Protection

Fewer and fewer services for sending emails allow the use of ready-made (downloaded from the outside) user databases to create mailing lists. Moreover, consumers may not even see these cold emails: smart email services automatically send them to the spam folder. Therefore, marketers at least need to explain to the audience where the company got this or that email address. It is advisable to do this right away in the first letter. And in order for the email to be perceived as secure at a technical level, you need to check the settings in advance:

SPF — confirmation that it was you who sent the letter;
DKIM — a digital signature with a key;
DMARC — a scenario for actions for fake letters.

By the way, BIMI is built on the DMARC standard. This is also a text record on DNS, which is used as a brand indicator and letter identifier. With the help of BIMI, you can display the company logo in customer mailboxes to avoid spam and demonstrate the authenticity of the email newsletter.

Remember: ideally, you should collect data from users voluntarily, that is, through a form on the site, in the application, social networks, and so on. At the same time, it is important to prepare the rules for processing and using personal information in advance. No less important for the client is the ability to unsubscribe from the mailing list at any time. At the same time, you can collect feedback: why the user changed his mind about receiving letters, what he did not like about them, and so on.

IMPORTANT: Data protection is important not only in email, but also on your website, where links from emails lead and where users usually leave their contact information, agreeing to your email newsletter.

Personalization In Email Marketing

It's always nicer to receive a personal letter, isn't it? When you integrate email marketing into your overall customer retention and communication marketing strategy, you need to collect as much data as possible about user behavior and respond to literally every step: registering in your account, subscribing to a newsletter, filling a shopping cart, adding to favorites, and so on. You can also use a person's location data.

The easiest way to give customers a little more attention is to address them by name in correspondence. This catches their attention and connects them with the brand on an emotional level. You can also segment your target audience by their level of engagement or activity and set up a chain of letters for each part of your customers separately. Agree that email communication with new customers is not the same as correspondence with a regular audience. For example, at a minimum, product or service recommendations will differ. In general, address the customer in letters as a person, not as a walking wallet, and you will automatically increase conversion.

A study on segmented email campaigns by Mailchimp reveals that these campaigns perform better across multiple metrics, such as email opens and link clicks

Interactive Content In Mailings

Even if your company has a strict tone of voice, this does not mean that your letters should be completely boring. And a surefire way to make correspondence with a client more lively is to add interactivity. Emails increasingly contain quizzes, polls, calculators, gifs and mini-games to keep readers interested throughout the text. Moreover, buttons in letters change color and text or enlarge when clicked. And promo codes or gifts in a competition can be obtained by spinning the wheel of fortune or erasing the protective layer on a virtual scratch card using the cursor.

Email from Stripo

Free Valuable Content In Emails

Using bonuses to motivate the target audience is not exactly a new thing in email marketing. As a rule, users subscribe to a mailing list in exchange for a specific incentive, be it a promo code, participation in a giveaway, a gift, and so on. But in order to maintain customer loyalty, it is advisable to share useful information on a regular basis. Therefore, when creating new lead magnets to expand your mailing list, do not forget to send fresh guides, instructions, checklists, research and reviews to your current customers.

By the way, one of the popular content formats in email marketing in Dubai is infographics.

Some companies even go further and develop separate newsletters or news media, where their partners and contractors can advertise. The result is a letter-magazine (email digest), where useful articles overlap with advertisements. Companies pay for placement in such letters, so the brand that launched the mailing can receive significant profit from it. Well, the clients also benefit: they regularly receive valuable information by email on the topic of their activities or interests.

Minimalistic Design In The Newsletter

There is a lot of creativity from companies in email marketing in the UAE, but content always goes hand in hand with design. And here we come across a long-standing and stable trend - minimalism. Yes, basic colors, plenty of free space in the body of the letter and legible fonts are still popular. There is no need to turn emails into chaos: the simpler the layout and clearer the design, the less you irritate the user and increase their engagement.

This trend is partly due to the fact that emails are increasingly opened on mobile devices. You need to save a person from having to scroll for a long time, enlarge images, reach for a link, and so on. Another reason for minimalism is that users quickly understand that they are looking at a typical advertising letter. If bright images and contrasting buttons used to help overcome banner blindness, now people realize why and how their attention is attracted. Old marketing tricks no longer work.

In general, in email advertising, try to find a balance between interactive elements and structured letters. Otherwise, messages in the mail may take a long time to load or will be “rejected” by mail filters. You do understand that almost no one looks in the “Mailings” folder (as well as in “Spam”), right?

Integrity Of Email Design

Email design should be minimalistic and harmonious, consistent with the brand and easy to remember due to repeating elements. A unified corporate style is very important. Incorporate such email marketing tools as logos, corporate colors, fonts, slogans and mottos so that this email becomes part of a holistic marketing strategy. Also, maintain the same tone of communication in other channels of communication with the audience. A unified visual style and a recognizable brand voice help to build trust with your audience. If you have not yet chosen a color palette for your company, it is useful to familiarize yourself with materials on the psychology of color.

Artificial Intelligence In Email Marketing

Neural networks are actively being implemented in marketing, and email newsletters are not left out. With their help, marketers can create texts, generate ideas for content plans, and even conduct brainstorming sessions using services such as ChatGPT. AI also helps with analytics, allowing you to accurately segment your audience, evaluate campaign results, and conduct A/B tests to test various hypotheses. In addition, neural networks help automate email marketing, optimize the layout of letters, taking into account customer preferences, and help choose the best time to send. It is important to note that artificial intelligence can be used not only for email marketing, but also for SEO promotion. In one of our articles, we looked at how ChatGPT helps copywriters, SEO specialists, and contextualists. However, if you plan to rely entirely on AI for writing, keep in mind that such materials can easily be recognized by users as generated, both in articles and in letters.

Visual comparison of Instagram app light and dark theme

Email in 2025 is more than just a channel for sending emails. It is a way to create a unique world where customers will return again and again because it is interesting; because it is where they are expected; and because it makes them feel special.
Get in touch with the leading email marketing agency in the UAE and start leveraging top-tier strategies today to give your business a competitive edge!