Necessary self-regulation

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Technically , anyone can send emails at will ,” says Julia Janssen-Holldiek , director of the Certified Senders Alliance (CSA) . Emails can be created quickly , regardless of the platform, they are measurable and above all free . This makes them – in theory – the ideal marketing tool.In theory. Unfortunately, as already mentioned, email and its senders do not enjoy the best reputation everywhere. One of the reasons for this is that recipients continually find emails in their inbox that they do not wish to receive and whose content does not interest them. However, since adherence to applicable law is not taken into account by some senders and judicial proceedings for each individual case are not realistic, it is necessary to rely on self-regulation .



An important part of this self-regulation are email providers. Providers set Special Data filters to ensure recipients only receive the mail they want. In order for mail to pass through these filters, certain technical standards must be met. These standards will be discussed in a workshop at the CSA Summit.Of course, mail providers themselves are particularly interested in ensuring that these standards are met and that the user experience of the mail recipient is as positive as possible. For this reason, they are also working with senders to improve the customer experience of mail recipients and protect them from unpleasant events in the mailbox. These developments will also be covered on the main day of the 2019 CSA Summit , giving a perspective on what email will look like in the future.New technologies enable a customer experience that doesn't conceive of email marketing as a boring push channel but instead inspires the recipient .CSA Summit 2019“Email – Just For You”Assuming with certainty that an email follows the legal dictates and meets the standards of the mailbox provider, it is not yet guaranteed that it will be successful and the receiver will show the reaction desired by the dispatcher.






Our motto 'Email – Just For You' is intended to underline the claim of email recipients to receive only important and relevant information , tailored to their individual needs. On the other hand, it should also reflect the desire of professional marketers to build a bond as close as possible, personal, and ultimately effective, with existing or potential customers,” said Julia Janssen-Holldiek.The more personal and individual an email is, the more relevant it is considered by the recipient. Therefore, numerous presentations at the CSA Summit will address the question of how to optimize with interactive or feedback-based emails , user experience in email marketing, and trust in the “Email” channel that adheres to the standard.