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Email marketing will be a success story in 2022

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Email marketing will be a success story in 2022


“2021 versus 2020, email was up 94% in volume. I would anticipate it to be up again in 2022.” Kate Adams, SVP Marketing at data and email solutions provider Validity, sees a bright future for the email channel. “If we could count the number of articles that had the headline ’email is dead,’ we’d all have a good laught, right?”

Thank goodness for email. One reason is that so many other channels were lost or constrained by the pandemic. “So many marketers, especially in this pandemic environment, were saying to themselves, ‘Thank goodness I still have email.”

The other trend she highlighted was personalization. “Personalization versus tokenization,” she said. “Lots of marketers think, cool, I’ll put your organization name in here, or I’ll use your first name, and that’s personalization. Really I mean next level personalization: ‘Hey, I know you were here and you were looking at this product and ou may also love these products. How do you do that at scale is the real challenge.”

Partnership with Adobe. Validity recently announced that it had joined the Adobe Exchange Partner Program. It’s currently working with Adobe to develop a tight integration between Adobe Campaign and its own Everest product. “Everest is an email success platform,” Adams explained. “It gives you the data and insights you need so that you can get more messages to more people; you can stand out in a crowded inbox; and you can understand where you’re landing in that inbox. There are a lot more insights that marketers need, especially with the release of Mail Privacy Protection that was in iOS 15 that came out in September.”

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Although Validity had not previously been part of the Program, it had had a partnership with Adobe through 250ok, the deliverability solution it acquired in March 2020. “It was certainly not anything of the breadth and depth that this partnership will entail.”

Finally, be ethical. Adams’ positive vision for email marketing is closely tied to Validity’s investment in ethical marketing. “Ethical marketing is very close to our hearts and we believe that our platforms and tools enable marketers to do it. We believe there are vendors out there who are putting too many marketers at risk for doing something unethical without knowing it.”

Unknowingly emailing people who have not consented to be emailed is one area of risk. “Compliance is such an important componen t of ethical marketing,” she said, “but we also think about it as a skill-set which you can learn and teach yourself and your marketing team members. You want to be compliant and we can help you with that, but you want to be much better than compliant. That’s a low bar — how do you go above and beyond that?”

Why we care. Adams is surely right to emphasize the importance of the email marketing channel to today’s marketers. We know that ourselves from the interest our readers show in email marketing stories. Email is not the whole story, of course, as B2B follows B2C into the new environment of customer journeys orchestrated across multiple channels. But it’s a critical plotline.

With the increased volume of email marketing does come increased risk, of course. The risk of being ignored, the risk of being tedious, and the risk of failing the compliance challenge. The latter is something we put great emphasis on (in addition to optimization and deliverability) when we updated and released our Email Marketing Periodic Table earlier this year.

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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MARKETING

3 Principles of “Post Digital” Marketing with Ryan Deiss [VIDEO]

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3 Principles of "Post Digital" Marketing with Ryan Deiss [VIDEO]


When it comes to digital marketing what do you need to OWN to make sure your business thrives in this post-digital world?

WHAT IS DIGITALMARKETER:

DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.

https://www.digitalmarketer.com/



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MARKETING

The Quick & Easy Guide To Freezing Rows in Excel

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The Quick & Easy Guide To Freezing Rows in Excel


Without freezing rows or columns in your Excel spreadsheet, everything moves when you scroll through the page, as shown in the gif below.

(more…)

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MARKETING

Good morning: Go for gold

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Good morning: Go for gold


Good morning, Marketers, and go for the gold.

When it comes to customer journeys, the gold we’re talking about is golden milestones. This was one of the many key concepts expanded on at our last MarTech conference. They’re the most important parts of the journey that marketers build around to make experience valuable and relevant.

As these journeys continue to transform – just look at how events have shifted to hybrid and virtual experiences in the last two years – it’s worth reevaluating what those milestones are. If you’re a retailer, the milestone might have been to get a customer into the store to ask about a new product or sale item. In a transition to e-commerce, the journey has changed and free delivery could be the golden ticket.

Looking at the data and feedback from customers along their journeys is the best way to measure these changing values.

Chris Wood,

Editor

Shorts (Optional)

“B2B doesn’t mean boring-to-boring. Learn how to bring a little spice to your marketing in 2022. After all, you’re selling to people – not robots.” Ali Schwanke, CEO and Founder, Simple Strat


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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