Email Marketing

As the bell rang to close the New York Stock Exchange at 4pm EST today, investors, Salesforce and Slack users, and the martech community at large were awaiting the anticipated announcement of a multi-billion acquisition of the popular collaboration platform by the CX and CRM giant. Slack already has close integrations with Salesforce, but the

The digital transformation that has been accelerated by the COVID outbreak has affected all parts of the martech stack, from platforms to apps. While the volume of email marketing campaigns has increased, not much attention has been paid to how email marketing itself has had to change. “In March all of our inboxes were kind

With the first-ever at-home holiday season upon us, email marketing campaigns will be an even more important tool for marketers. But how to cut through the noise of what might be record-setting volumes of emails? First, marketers need to understand that campaigns ideally need to have already started; or at least have a launch date

Now that we’ve made it to the make-it-or-break-it fourth quarter, advice is flowing fast and furiously about 2020 holiday planning. I wrote some of that advice, too, like my September column “Predictions for holiday 2020 v. 400.0? Be ready for anything” about managing holiday campaigns when you don’t know what’s going to happen next.  But

The continued dominance of email as a marketing channel is elevated further in a time when people are paying more attention to their inbox in real-time than ever before. But that doesn’t mean marketers don’t need to keep abreast of new technologies and tactics. Among the possibilities for today’s email campaigns is modifying content at

So many unprecedented things have happened in 2020 that I’m afraid to start listing them in case that unlocks a portal to even more horrors. And we still have four months to go, bringing with it more hurricanes, the U.S. elections, COVID-19 2.0 and – maybe most frightening of all – the holiday shopping season. 

Food and technology have been on everyone’s mind in the past six months, and for SAP CX these two worlds collided this spring in a 7-day span when its SAP Commerce Cloud was used to launch a new direct-to-consumer platform for Brakes, a leading food supplier in the U.K. “This is where the pandemic has

On Wednesday, September 16 at 1pm EDT, MarTech Today’s, Editorial Director and host of MarTech Live, Kim Davis, will be talking with marketing leaders about email marketing, from the technology that powers it to the challenges of integrating email across other marketing channels. Kim’s guests will include: Michael Barber, Founder, Barber & Hewitt April Mullen, Director

Whenever I think I’ve seen it all after 20+ years as an email professional, a brand does something to surprise me – and often not in a good way.  As we work our way through the COVID-19 experience, companies are striving for revenue any which way they can. Most are doing it by ramping up

Three years ago – remember three years ago? When life was normal, and we could eat, shop and travel, and I had logged 130,000 work miles in the air and now I haven’t left home in three months ….  Where was I? Oh, yes. Three years ago, I wrote about progressive profiling and how critical

At the recent Discover MarTech virtual event, where I was honored to host a roundtable discussion, I was intrigued by a marketer who wondered whether marketing would be harder as the economy begins to reopen. He suggested it was because the polarization that divides our society on so many issues now extends to the pandemic,

There is no precedent for what we are all going through. There is no playbook for how to keep businesses operating while ongoing shelter in place orders turn workers into remote employees – if they’re lucky. The company I work for held its first 100% virtual all-hands meeting. It was a sobering moment that gave

Many marketing leaders are evaluating whether or not their current technology stack provides the right foundation for their marketing strategy. Often, those contemplating a move fear that migrating to a new marketing automation platform will jeopardize their ability to drive revenue. While this is a valid concern, you can keep your revenue engine humming while

The rapid onset of Covid-19 forced many businesses to quickly halt or adapt their existing email marketing strategy. Content needed to be evaluated for appropriateness, execution and segmentation strategies reconsidered for a disrupted market. For many, the fast-fix was a letter from leadership discussing how their company specifically would manage the challenges of the pandemic. 

I’m worried. I see the news every day, covering what’s happening in New York, Chicago, Washington, D.C., in my adopted hometown of Dallas and across the country I see stories about relatively healthy people who have died from the coronavirus. And that’s what worries me almost to the point of being scared. Now, read my

Believe it or not, the internet has played a role in U.S. elections since 1996. That year all of the presidential candidates created websites, and yes, they looked like websites built in the 90s on cutting edge Netscape and Internet Explorer browsers. There was no Chrome to speak of back then, no Firefox, no Safari,

While auditing a client’s email program recently, I noticed that the company had not updated its abandoned-cart program for a few years. In digital marketing timelines, that’s like leaving it alone for light-years. Among other problems, I found that the message template no longer resonated with the brand and missed some obvious optimizations. It’s regrettable

Email is the most common method to communicate with your prospects and customers. Active email accounts are expected to exceed four billion in 2020 and 99% of users check their email every day. Email also offers one of the highest returns for marketers, producing $42 for every $1 spent. But email is also highly prone

For email marketers, fraud remains a persistent and serious threat to their businesses, brands and their customers. That’s what the new Brand Indicators for Message Identification (BIMI) standard aims to help fix by giving brands a way to both stand out in the inbox while ensuring fraudsters aren’t masquerading as your brand. But as with

While a spate of recent acquisitions in the email martech sector indicates a growing demand for these technologies and services, the consolidation of different toolsets suggests vendors are starting to understand that email marketers need far more from their technology. Last week, customer data solutions provider Validity announced plans to buy email marketing analytics and

Email is the most common method to communicate with your prospects and customers. But email is also highly prone to spoofing and cyberattacks. In fact, 91% of all cyberattacks start with email and 83% of them use brand impersonation – like support@yourbrand.com – to initiate the attack. These attacks do significant damage to your company’s

Valimail has announced the general availability of its DMARC monitoring solution to domain owners — for free. Valimail DMARC Monitor is a cloud-based tool that provides visibility into email sending activities from the domain, allowing domain owners (brands) to monitor for unusual activity — and protecting brands’ IP reputations as inbox providers indicate to recipients

We’re a month into 2020 so what better time than to look back at the holiday shopping seasons of 2019 to inform our strategy over the course of the next 11 months. This year, like any other, some email marketing practices won the clicks of millions of holiday shoppers, while others drove users away. But

Transactional and triggered emails (e.g., ‘welcome emails’) are on the rise, but senders are not investing enough in the technology behind them to maintain consistent deliverability, engagement and quality, according to findings from SparkPost’s 2020 Benchmark Report. Transactional emails are a critical element of the customer experience. Whether it’s a confirmation email with a receipt,

Email marketing is the first and oldest online marketing strategy. Long before Mark Zuckerberg was even a twinkle in his parents’ eyes, businesses realized that email was a great way to turn contacts into customers. And, in the more than four decades since the first email marketing campaign, a lot has changed in the marketing

Email marketing isn’t dead — it’s evolving. New advances to email technologies are driving changes to how consumers read and engage with email, and email marketers are reimagining the ways we can create emails and leverage the inbox. Join me, Jen Cannon, with our special guest speaker April Mullen, director of strategic insights at SparkPost

Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why MarTech Today created the very first resource for marketing professionals that encompasses the elements of both. The Periodic Table of Email Optimization and Deliverability is a comprehensive resource designed to guide you through the different elements required to keep your

Emails have a short life. But many don’t have a life at all, according to a recent Adobe survey – into attitudes toward email. Amongst the many insights and data we unearthed, two that stood out for me are opened and read, which means 75% of everything you send is ignored. And when they are

Mailchimp has released its first annual report since 2016, highlighting a number of key milestones for the email platform turned all-in-one marketing platform. The company claims a 60.51% share of the email industry, supporting over 12 million customers. Its closest competitor comes in at only 9.52%. Why we care Mailchimp — along with a number

Whew! Q4 is over! Everybody, take a breath and fill up your free time (hee-hee) with all the 2020 predictions and prognostications that are rolling in. I don’t put much stock in these trend lists because I don’t know what will happen in the next month, let alone the coming year.  Their greatest value is