Strategy

Generative AI and Email Marketing

Generative AI refers to “artificial intelligence-powered tools that produce text, imagery, or video”.[1] Like other forms of AI, it uses data-led algorithms to drive decision-making without relying exclusively on human-designed rules. This chapter will review the evolution of generative algorithms and marketers’ attitudes to the technology. It will explore marketing use cases and generative AI’s […]

19 minute read

Integrating Email Marketing into Server-Side Processes

Email marketing should be considered in the context of other messaging types generated from other customer touchpoints. This chapter looks at integrations between email and some of these processes. Mobile apps Mobile apps are now a common and often critical part of the online landscape. As well as enabling push notifications and in-app messages, they […]

8 minute read

Managing Email Marketing within Organisations

An email calendar is the best way of taking control of email frequency, intervals and content within an organisation. While individual groups within large organisations will usually have their own schedules, the key is to bring these together into a unified content calendar. This chapter looks at strategies for managing this. Clear ownership and central […]

13 minute read

Considerations for an Email Communications Strategy

An email strategy would normally cover all aspects of the email programme, including when, where, what and whom to email. Today, however, marketers have an increasingly complex number of points to consider. This chapter covers several developments that marketing teams, even those with long-term, well-defined email strategies, should review to determine whether they are included […]

13 minute read

Expanding the Use of Automation for Email Marketing

Marketing automation offers exciting possibilities for businesses that want to expand the scale and reach of their marketing activities while driving efficiency. This chapter looks at some of the possibilities of this technology for email marketing. Email marketing and automation: An overview Event-triggered emails are among the most powerful types of email messages as they […]

6 minute read

Loyalty Marketing and Email – Natural Allies

Although loyalty programmes and email marketing have often existed in silos, relying on separate databases, they are natural allies, with each having the capability to benefit the other. Any new communications strategy should include loyalty programmes as an arm of email marketing. The potential for alliance between these channels is discussed in this chapter. Several […]

Helpful Email Marketing

Achieving the correct balance between using email as a sales tool and using it as a value-adding information and entertainment tool is the key to success. It is also an important part of the brand’s email value proposition. This chapter discusses the framing of this balance in a new strategic approach known as ‘helpful email […]

4 minute read

The Email Audit

Building a communications strategy from the ground up can be a daunting prospect, but the rewards – a well-planned, organised email programme designed to achieve business aims and deliver value to customers – are well worth the effort. This chapter looks at the benefits of starting with an audit of the email marketing programme. Auditing […]

7 minute read

Communications Strategy in Email Marketing: A Summary

Having a comprehensive email strategy is no longer a ‘nice to have’ feature. It is essential. Today’s email communications are more complex, thanks to changing customer expectations, new technologies and the ever-present pressure from finance and executive teams to deliver results with the highest possible return on investment. This places great pressure on the email […]

3 minute read

The Future of Agility and Innovation in Practice

It is clear from the interviews conducted for this research that there is a real opportunity for marketing teams and organisations to drive greater efficiency, responsiveness and customer value from implementing agile ways of working. However, it is also clear that organisations need to take account of their own contexts when defining how to transition […]

4 minute read

Challenges in Applying Agility in Marketing and Innovation

The ability to be agile requires organisations to make strategic, operational and cultural changes. This chapter provides a guide to overcoming some of the most common barriers to agility, and how to make space for innovation within an organisation. Understanding barriers to agility The introduction and scaling of agile ways of working is its own […]

11 minute read

Agility in Marketing, Ecommerce and Innovation

In the context of rapidly changing environments, many marketing teams are seeking to augment existing capability with much greater levels of adaptability, responsiveness and customer centricity. The chapter outlines where the opportunities to apply agile methods are, plus key considerations for structuring and resourcing teams. What is agile marketing? Building on an original definition of […]

12 minute read