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It’s strange to think that email is still such an important tool for marketers, and in fact business people of all types, when there is so much technology at our fingertips now.
I’m pretty sure the only people who communicate via email outside of the commercial world are my parents, but for marketers around the world this platform is still going strong.
We use email in our everyday lives and it has certainly been around for a while, since 1972 courtesy of Raymond Tomlinson.
Email allowed us to seamlessly send electronic communications then, and today it is a common marketing tool to drive customer engagement.
So why is email seen as the poor relation in the world of digital marketing?
Here’s the news: computer scientists in Finland have created an algorithm that can programmatically create better rap lyrics than rappers.
The potential of this technology has HUGE implications for marketers. And here’s why.
Email marketing is one of those disciplines that people often claim is on the way out.
However its enduring power for driving traffic and sales means it’s highly unlikely that email marketing will die anytime soon.
The past decade has brought with it a massive increase in digital marketing platforms and technologies, giving marketers the ability to focus on multichannel like never before.
This has fundamentally altered the way brands plan and execute marketing strategies and given us new insight into how customers are using those channels.
The 80/20 rule is incredibly useful. As marketers, for example, it can help show us what we should be focusing our efforts on and what we should either automate or ditch altogether.
While convenient, there’s also an uglier side. For instance, when it comes to content marketing, many marketers spend 80% of their time crafting the perfect piece of content, while only 20% of their time distributing it.
There appears to be a knowledge gap in email and search marketing, according to data taken from the Econsultancy Digital Skills Index.
The survey is designed to test and benchmark digital marketing knowledge, with results broken down by seniority and sector.
It’s an end-of-year list you didn’t know you wanted.
Which brand filled your inbox with corporate clutter? Whose business saw their daily marketing emails lead to the most unsubscribes? Which company’s irrelevant broadcasting made you hit the spam button?
Black Friday has come and gone, leaving my inbox full to the brim with tempting offers and discounts.
Thanksgiving sales have been big business in the US for many years but they’re now starting to catch on among UK retailers as well.
The Financial Times has launched a daily digest email called First FT.
I've noticed a retro trend for daily and weekly digest emails from publishers, with Quartz' version regularly cited by digital folk as the first thing they read in the morning.
Here's why email is enjoying a bit of a resurgence. I've included some examples of other publishers and their daily digests.
To some extent, the pros and cons of marketing automation are two sides of the same coin, similar to deciding whether to keep a boyfriend or girlfriend and writing 'decisive' in the 'for' column and 'controlling' in the 'against'.
There's definitely a feeling of 'how far can we take this' within marketing. What started out as triggered emails is fast turning into a conversation where machine learning pops up fairly often. Automation won't just be about doing the grunt work of comms, it will also be about spotting trends and creating content.
Whether this day will come and how soon is up for debate. For now, I thought I'd set out clearly the pros and cons of marketing automation.
Let's start with the bad news..