Email is the backbone of the internet. The popularization of the Internet in the 1990s made email the basis of digital communication. There are currently more than 4.626 million email accounts in the world, according to The Radicati Group, and in the next two years there will be more than 5.594 million. Today thousands of companies have their own email servers Bulgaria Phone Number List but there are three platforms that provide the service: Gmail (from Google), Outlook, (formerly Hotmail, from Microsoft) and Yahoo. Among the clients to read emails, the most popular is the iPhone app. In the late 1990s, some companies began to use e-mail to send promotions or digital versions of physical catalogs . Now through an email you can make a sale after a few clicks . This has created a multibillion dollar industry.
Forrester Research estimates indicate that in 2017 the investment in email marketing will be 2,670 million dollars, only in the United States, and that the figure will exceed 3 billion by 2019. Eliane Iwasaki, Marketing Director of Return Path in Latin America, points out that “most companies operating online, such as online retailers, affirm that email campaigns generate the most ROI, 222 percent more, reported by marketing professionals ”. It is a very important channel but for it to generate results, messages must reach the inbox and be attractive to consumers,” he adds. In an environment where consumers are bombarded by news and information, one of the main challenges is getting an email to open. During the third quarter of 2016, in the United States and Canada, 34 percent of commercial emails were opened and only 3.1 percent had a click-through conversion. In fact, from 2010 to date, the percentage of open emails has increased by 12 percent but clicks have dropped by 3 percent.
Decades ago, spam mails gained notoriety and were even somewhat comical, thanks in large part to letters from so-called Nigerian princes who were willing to share their vast fortune in exchange for paperwork or beautiful Russian women looking for a husband . Today fraud and spam are much more advanced thanks to automation, bots and phishing. The Phone Number List latter refers to emails in which criminals pose as service companies or banks to obtain credit card information. In May 2015, the volume of spam represented 53.2 percent of all emails, according to Kapersky Lab. In September 2016 it was 61.25 percent, so the number of these types of messages is on the rise. Although some malicious emails reach the spam tray directly thanks to the automatic filters of services such as Gmail. But others, which are “real”, are despised and forgotten by the users themselves.