Adobe is introducing changes that will transform PDFs into live documents when desired. The enhancements are “radically transforming what’s possible with PDFs,” says Adobe Product Marketing Manager Lisa Croft.  

Research shows triggered messages contribute over three-fourths of email marketing revenue. Here are five examples. 

Email may be king, but brands are overusing their email files. Acxiom’s Drew Mau explains how they can refine their tactics to foster improved customer engagement. 

Brendan Eich, the CEO of Brave, has asked the U.S. Senate Committee on Commerce, Science and Transportation for a GDPR-type law in the U.S. In a letter to the committee, Eich describes GDPR as a “great leveler.”

IBM is rolling out its Watson Assistant for Marketing a virtual agent that allows marketers query the Watson Campaign Automation email and digital marketing platform. The announcement was made at the MarTech East conference in Boston. 

Email is a big part of your brand. And as such, it can damage the brand when sent to people who do not want to receive it. That’s why opt-in is important. 

Tower Federal Credit Union, the largest Maryland credit union, has improved its email targeting through automation. Tower is utilizing Act-On for its lead scoring system and email campaigns. 

Google is offering a $9.99-per-month storage plan for Drive, Gmail and Photo users. But at  one observer objects that it undercuts the one reason people flocked to Gmail in the first place. “It’s the principle of the thing,” writes Joran Novet.  

Ireland’s Data Protection Commissioner is planning a formal investigation into the recent data breach at Facebook, in which data on 50 million users was exposed. This could be the first major test of GDPR.

Marketers dream of email personalization, but they first have to use data to identify their best customers. This can be done with “email-anchored, cookie-based audience targeting, lookalike audience or consumer identity management,” Gary Walter writes.