The Evolution of Mail: From Handwritten Letters to Instant Messaging Apps in Digital Marketing

Every October 9th is commemorated world mail day, with the aim of highlighting the role that the postal service plays in society. A work that remains current, especially with the rise of e-commerce. However, as regards the contact between peoplethe system has experienced a true metamorphosiswhich has impacted other industries, such as digital marketing, as it transformed the way brands connect with their audiences.

A few decades ago, The letter was the preferred form of written communication. The messages were detailed and carefully written, conveying a sense of authenticity and commitment on the part of people. The brands joined this format, by sending catalogs to consumers. Delivery times, however, were long and interaction was one-way, limiting immediate feedback.

With the emergence of email in the ’90s, marketing underwent a radical transformation. This medium allowed a faster and more efficient communicationopening a two-way dialogue channel between brands and consumers, where email marketing campaigns became a powerful tool to promote products and services, as well as to keep customers informed and engaged. However, inbox saturation and the rise of spam led to a need for greater sophistication in strategies.

In recent years, Messaging applications burst onto the digital marketing scene. Platforms such as WhatsApp, Facebook Messenger and Telegram have not only revolutionized the way people communicate, but also the how brands communicate with their audiences. These applications offer instant and direct communication, allowing companies, through a marketing strategy, interact in real time with your customersencouraging their participation and loyalty, as they have taken their experience to another level.

As we continue to move forward in the digital age, we see a greater integration of technologiessuch as artificial intelligence and machine learning, in marketing strategies, through email. Personalization will become even more preciseanticipating the needs and preferences of consumers in a surprising way.

Additionally, augmented reality and virtual reality can play an important role in how brands interact with consumers through mail. Immersive experiences could become a powerful tool to present products and services in an emotionally impactful way.

In short, mail has come a long way from handwritten letters to instant messaging apps. In the field of marketing, this evolution has triggered a series of innovationsso the ability to adapt and adopt new technologies will be essential to make the most of this exciting future of email in digital marketing.

By Ariel Jeriageneral manager of Puzzle

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