The Future of Email Marketing
In this article, we’ll be examining the future of email marketing, featuring case studies, interviews, and in-depth insights into leading-edge innovations happening in the field.
We’ve been able to put together a sizable round-up for you below, with summaries of each case study carefully explained.
Case Study 1
How Lonely Planet utilized email to launch its new homepage by Seb Neylan
In a guest article by Seb Neylan, who happens to be the Director of Online Marketing at Lonely Planet, he described how Lonely Planet used email as a channel to amplify the relaunch of the lonelyplanet.com homepage.
He carefully explains how the brand used its email messaging to position its homepage as the ‘front door’ to its multi-channel ecosystem, the numbers they tracked, and a comparison of the campaign to email campaigns to launch new products and communicate with its target audience.
Case Study 2
How artificial intelligence is changing email marketing by Al Roberts
Artificial intelligence seems to be the subject of discussion amongst most marketers these days, and email marketers are not left out. Given the significance of email to a lot of companies’ businesses, it’s hardly a surprise that a combination of artificial intelligence and machine learning are being used to innovate in email.
Al Roberts carefully examines the different ways in which AI is being applied to email marketing. From multivariate and A/B Testing to predictive personalization.
How rich media can bring your emails to life by Clark Boyd
Email as a marketing channel subsists and succeeds based on new and more creative ways of attracting and sustaining a customer’s attention. Otherwise, the audience disengages leading to a drop in open rates. Innovations such as artificial intelligence and automation provide us with ways of enhancing the way we send emails. However, rich media, allows us to enhance what’s in them.
Clark Boyd goes further to explore the various ways in which rich media can bring emails to life, in the form of GIFs and cinemagraphs to embedded social media, and investigates the brands that are utilizing the best.
Case Study 3
How fashion brand Thread is delivering hyper-personalized emails at scale by Chris Camps
Perhaps you haven’t heard of Thread, they are a men’s fashion start-up doing some seriously amazing things with style, and of course emails. Tom Banham, Content Editor at Thread, disclosed how email powers Thread’s “hyper-personalized” fashion recommendations, delivered directly to users’ inboxes.
Recommendations from stylists to fashion tips, Tom disclosed how personalized emails go together with Thread’s tailored approach to clothing. Also, how the business manages to scale up its offerings to its consumers with a minimal human resource i.e. workforce.
Do brands still need bulk email software? by Al Roberts
There was a time not to long ago when companies wanting to effectively make utilize email as a marketing channel needed to buy bulk email software to send emails across to their customers and mailing list subscribers.
But with the passing of time, innovation has presented the rise of cloud-based email delivery platforms. This typically offers the same benefits that bulk email software has. This has prompted the question of whether we even need bulk email software anymore. Al Roberts explores the advantages of cloud-based email delivery platforms and considers if there is still a place in email marketing for bulk software.
Case Study 4
4 ways to make sure your email technology is mobile optimized by Rebecca Sentance
Just like with search and web browsing, consumer habits around email are trending tremendously towards mobile. Gmail reported more than 1 billion monthly active users in 2016, with 75% of them on mobile devices.
If you want to stay up to date with the steady trend towards mobile email, your email tech, i.e. the tools and service provider used to send your email must be optimized for mobile.
But how do you find out if yours is? We share four ways to ensure your email technology is mobile-optimized. Nonetheless, with recommendations for tools to help make your emails great on mobile.
Inbox innovation: The tools and technology powering the future of email by Chris Camps
A most marketers know, the high-volume, low-cost nature of email makes it pungent for innovation. But when you really get down to the crux of it, what would you say are the most promising innovations currently being established in email marketing?
Chris Camps explores the picks for the technology that will make up the future of email.
Case Study 5
How these 11 brands are nailing cart abandonment emails by Tereza Litsa
Cart abandonment as those who are familiar with eCommerce will know, is a persistent problem, with a global average of 76.9%. One thing can help to turn the tide: the modest cart abandonment email.
Tereza Litsa looks at 11 brands who have been able to brilliantly make cart abandonment emails works for them, and examines what email marketers can adopt from their techniques.
Case Study 6
What does the future have in store for email? We asked our readers by Rebecca Sentance
To conclude in this article, we take a close examination at the results of a short survey by ClickZ, to find out what the future holds for email.
How critical is email to marketers’ strategy as a whole? How firm do they deem their ‘grip’ on the martech universe to be? Where an exactly do marketers envisage email in five years, and the question lingers as if it stands at risk of being replaced by instant messaging? This article will help you discover the answers to all of these questions.