Round-up: The Future of Email


As you might already know, we have been conducting a series on ClickZ this week about the future of email marketing, featuring case studies, interviews, and insights into cutting-edge innovations taking place in the field.

If this is the first you’ve heard about the series, or if you’ve missed two or three instalments within the week, not to worry! We have put together a useful round-up for you under.

Day 1

How Lonely Planet used email to launch its new homepage by Seb Neylan

In this guest article by Seb Neylan, Director of Online Marketing for Lonely Planet, Neylan explains how Lonely Planet used email as a channel to market the relaunch of the homepage.

He details the brand used its email messaging to position the homepage as the’front door’ to its ecosystem that is multi-channel, the metrics it monitored, and communicate with its audience and the campaign compares to email campaigns to launch new products.

Day 2

How artificial intelligence is changing email marketing by Al Roberts

Everybody is talking about artificial intelligence nowadays, and email marketers are no exception. And given the importance of email to many companies’ businesses, it is not surprising that artificial intelligence and machine learning are being used to innovate in email.

Al Roberts looks at the various ways AI has been applied to email advertising, from multivariate and A/B Testing to predictive prersonalization.

How rich media can bring your mails to life by Clark Boyd

Email as a marketing channel thrives and survives based on inventive and new ways of sustaining the focus – of a customer otherwise rates drop and the audience disengages. Developments like artificial intelligence and automation provide us ways of enhancing the way we send emails – but media allows us to improve what’s in them.

Clark Boyd explores the many and diverse ways that rich media can bring emails to life, from GIFs and cinemagraphs to embedded social media, and investigates.

Day 3

How fashion brand Thread is providing hyper-personalized mails at scale by Chris Camps

They’re a guys ’ s fashion start doing some things with emails and style – if you haven ’ t heard of Thread. Chris Camps spoke at Thread to Tom Banham, Content Editor, to find out how email powers Thread’s “” fashion recommendations that were hyper-personalized, delivered directly to users’ inboxes.

Tom explains how emails go hand-in-hand with Thread ’ s tailored approach and how the company manages to scale up its offering to consumers with a workforce that is tiny.

Do brands still require bulk email software? by Al Roberts

There was a time when firms wanting to efficiently take advantage of email as a marketing channel had to buy bulk email software to send mails to mailing list subscribers and their customers.

But times have changed, and delivery programs which offer lots of the benefits of bulk email software’s growth has called into question whether we need it anymore. Al Roberts examines the advantages of cloud-based email delivery programs, and considers whether there is still a place in email marketing for bulk software.

Day 4

4 ways to make sure your email technology is mobile optimized by Rebecca Sentance

Just like with web browsing and search, customer habits around email are trending overwhelmingly towards mobile.  In 2016, Gmail reported over 1 billion monthly users – with 75 percent of these on mobile devices.

If you wish to keep up with the steady trend towards email, your email technology – that is, support provider and the tools you use to send email – needs to be optimized for mobile. But how can you figure out whether yours is? I outline four ways to make sure that your technology is optimized that is mobile, together with suggestions for resources.

Inbox innovation: The tools and technology powering the future of email by Chris Camps

The high-volume, low-cost nature of email makes it ripe for innovation.  However, when you get down to it, what are the most promising innovations being initiated in marketing?

Our selections are listed by chris Camps for the technology that will make up the future of email.

Day 5

These 11 brands are nailing cart abandonment emails by Tereza Litsa

Cart abandonment is a persistent problem for ecommerce brands, with a global average of 76.9%.  But something can help to turn the tables: the cart abandonment email.

Tereza Litsa assesses 11 brands who have cart abandonment emails that are brilliant, and looks .

Day 6

What does the future hold for email? We asked our readers by Rebecca Sentance

To round off the series, we take a look at the results of a short survey we sent out on ClickZ to our subscribers, to learn what they believe the future holds for email.

How important is email to marketers plan? How firm do they believe their ‘grasp’ on the martech world to be? Where do marketers see email in five years is it at risk of being replaced by instant messaging and –? Read our write-up to discover the answers to all these questions.

The article Round-up: The Future of Mail appeared on ClickZ.