Email marketing more important than ever
Posted: Sun Feb 02, 2025 4:41 am
The Future of Email Marketing
Between Zero-Mail and Social Media
The debate about new digital marketing forms has largely pushed one of the oldest tools in the marketing mix out of public discourse: the customer newsletter.
The newsletter in its current form as email marketing is no less important today than it was in the past. On the contrary: email marketing plays a central role in the modern online marketing mix. But the image of email marketing is on the decline in the published opinion of the media. Email marketing is not only suffering from hip competition from Facebook and Co., but also from the bad reputation of email as the primary form of in-house communication.
In particular, the much-cited "Zero Mail" campaign at the IT spain phone number data company Atos has further promoted the negative image of email: Under the keyword "Zero Mail", the company has been trying for three years to largely eliminate email as a tool for its 77,000 employees worldwide and thus outsmart the information overflow. Thierry Breton, Chairman and CEO at Atos, describes the task as follows:
We produce huge amounts of data that are literally overrunning our work environment and are already taking over our private lives. That's why at Atos we are trying to turn things around. Something similar happened after the Industrial Revolution, when companies first took action to combat pollution.
Clear distinction between internal and external communication
The project managers are certainly right when they describe the email chaos in their own company:
"The volume of incoming and outgoing emails has now reached a level that is no longer sustainable for the business world. It is estimated that managers spend between five and 20 hours a week just reading and writing emails. At the same time, they are already working more intensively with social networks and spend around 25 percent of their time searching for information."
Up until now, employees at Atos have received an average of around 200 emails per day. By the end of this year, Atos will no longer use emails in “value- and knowledge-creating internal processes and projects .” Social business tools will be implemented as an alternative. But email will also retain its place at Atos for “messages from and to customers and partners . ”
arrowSo “Zero Mail” does not mean the death of emails at Atos – and certainly not of email marketing.
Between Zero-Mail and Social Media
The debate about new digital marketing forms has largely pushed one of the oldest tools in the marketing mix out of public discourse: the customer newsletter.
The newsletter in its current form as email marketing is no less important today than it was in the past. On the contrary: email marketing plays a central role in the modern online marketing mix. But the image of email marketing is on the decline in the published opinion of the media. Email marketing is not only suffering from hip competition from Facebook and Co., but also from the bad reputation of email as the primary form of in-house communication.
In particular, the much-cited "Zero Mail" campaign at the IT spain phone number data company Atos has further promoted the negative image of email: Under the keyword "Zero Mail", the company has been trying for three years to largely eliminate email as a tool for its 77,000 employees worldwide and thus outsmart the information overflow. Thierry Breton, Chairman and CEO at Atos, describes the task as follows:
We produce huge amounts of data that are literally overrunning our work environment and are already taking over our private lives. That's why at Atos we are trying to turn things around. Something similar happened after the Industrial Revolution, when companies first took action to combat pollution.
Clear distinction between internal and external communication
The project managers are certainly right when they describe the email chaos in their own company:
"The volume of incoming and outgoing emails has now reached a level that is no longer sustainable for the business world. It is estimated that managers spend between five and 20 hours a week just reading and writing emails. At the same time, they are already working more intensively with social networks and spend around 25 percent of their time searching for information."
Up until now, employees at Atos have received an average of around 200 emails per day. By the end of this year, Atos will no longer use emails in “value- and knowledge-creating internal processes and projects .” Social business tools will be implemented as an alternative. But email will also retain its place at Atos for “messages from and to customers and partners . ”
arrowSo “Zero Mail” does not mean the death of emails at Atos – and certainly not of email marketing.