Imagine a world with no spell check -- then suddenly hearing someone say that there were tools available to autocorrect all your spelling in any language on the fly. "Blasphemy!" people might cry, until they tried it. Marketers today might think the same thing if you tell them that machine learning can improve their email campaigns.
The commercial message is becoming a popular medium for dissent, or at least it seems that way in the early days of Donald Trump's presidency. More brands are using email marketing to deliver or amplify their cause and views.
There are so many skeptics when it comes to the longevity of the email marketing space. Some believe email will be replaced with social, SMS or push, others believe that Millennials and younger generations will not embrace it as channel, and still others don't even think it is effective today. To all of this, I say, nonsense! Just as direct mail still has a place in the communication mix, so too does email.
Abraham Maslow's 1943 paper "A Theory of Motivation," originally published in Psychological Review, shared his theory of human psychological growth in humans, called the "hierarchy of needs." He says that to move up in the hierarchy of psychological development, one must have more basic needs met before progressing to the next level in the hierarchy, which is illustrated by a pyramid diagram. This pyramid view is often cited in marketing courses because it outlines human psychological needs that marketers should keep in mind as they develop strategies across the four Ps of marketing: product, placement, pricing, and promotion.
I've been reading a variety of 2016 benchmark trends. Things seem to be trending well for inbox delivery and engagement for email, but I'm so unimpressed with the analysis that typically comes with it.
I spend a lot of time looking at new marketing technologies. Over the last 16 years, I've seen new technologies reach rapid adoption because they work within the real-world constraints of email marketing teams. In other cases, I've seen email marketing teams change to take advantage of the potential of new technologies. I would expect the following trends that I'm seeing in a few email marketing platforms to become more widespread over the next year or two:
It's time to start thinking about the health of your email list, while your budgets are still fresh and your 2017 strategy is still getting off the ground. Email was the third-highest traffic driver to retail web sites on Black Friday, according to Adobe Digital Insights. Holiday season is long gone, of course. So how can your emails drive traffic now and for the rest of the year? Here are the key questions to ask yourself, to make sure you're on track for email marketing greatness:
A recent MediaPost article "Entitled Consumers Need Your Empathy," argues that empathy is critical in marketing to meet the needs of consumers who are nearly impossible to please: "Marketers should focus on the consumers whose expectations they can meet, bringing their empathetic understanding of those individuals to bear." Unfortunately, email marketers tend to be forced into following rigorous calendars based solely on revenue projections, and send minimal communications based on what a consumer actually wants or needs from a brand. It's time to pivot. Here are a few ways you can demonstrate empathy for your entitled customers and stop sending ...
Technologies like cognitive marketing tools will help marketers deliver more relevant content and offers at the right time than humans alone ever could.
Nearly any company engaging in commerce online sends transactional emails, yet too many aren't maximizing their opportunity to turn these emails into revenue-generating sends. Here are some ideas I challenge you to consider in 2017: