Commentary

Future Email Marketing: Content libraries, Creative Partners, Attribution.

by Wayne Friedman , Staff Writer, June 8, 2015

Better use of content libraries, increased attribution — as well as outside creative partners that know your brand — could be key for marketers when it comes to advanced email tactics.

"Even if you know your segment, you need to have the content libraries where you can send a message that resonates," says Michelle Casey, vp/global strategic services of Alchemy Worx, in speaking at MediaPost’s Email Insider Summit. Additionally, in this regard, she says: "You need your marketing messages lined up; your seasonal messages lined up.”

Increasingly, many believe having good partners are important to develop email creative. “We had been a traditional in-house shop,” says John Sahagian, vp of Baxter Credit Union. But Saharan says that has changed: "We need good partners to develop content.”

Future measuring tactics will also need to improve. Sahagian says: "We are going to have to get a lot better in tracking attribution.”

But that may only take you so far. Kellen Malstrom, retention marketing manager of Warby Parker, says sometimes there is a judgment call to make it comes to whether finding the last 10% of attribution is important or working in other areas.

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