Email marketers have always faced the technological challenge of having to quickly adapting to the unknown, often in a matter of hours.
This week is one of those, where we find that Gmail has made changes to the way it handles images. At first, I can appreciate that this may sound insignificant, but it affects all of us.
In this blog post, I will try to demystify these changes for you.
New changes to email accounts at Yahoo have the potential to frustrate marketers and cause privacy concerns across the globe.
Privacy has never been so important to all of us, and invasion of privacy has never been feared as it is today.
Countless reports over the past few years around hacking and miss-use of data has reached the top of the news headlines, which makes Yahoo!'s recent move in releasing dormant email accounts, all the more puzzling.
Over the past 12 months, a lot has been said of email becoming a one-to-one channel, with many industry evangelists crying out to marketers to start segmenting a little more, and claiming that spray and pray senders will be perceived as nothing more than spam.
But did we manage to successfully communicate the severity of the situation and the benefits of change, as an industry? I’m not so sure we did, and Groupon is a prime example of a brand that would greatly benefit from this.
It has the most extensive loyalty scheme and probably the biggest database in the UK. The company is not short of cash either, as it accounts for something like one in every seven pounds spent
in the UK.
So Tesco must have the clout to talk to their customers relevantly as individuals through email...surely?
Whilst websites adapt every day to be as accessible and usable as
possible, email hasn’t quite benefited from the same level of attention
in this area. Instead, marketers have frequently chosen to ignore these
developments in all other areas online and continue to do things the way
they always have.
Email as a marketing channel is being creatively
abused like no other, and it is time for change.