The Most Overhyped Trends in Email Marketing Today

The Most Overhyped Trends in Email Marketing Today

"Interactive email" and "AI” (artificial intelligence) are all the rage in email these days because they offer lots of promise to keep email's future bright. But, they're tops on my list of overhyped trends. So let’s step back for a moment and look at where we are now and where we should go with them in the future. I don't mean that we shouldn't get excited about either trend. Rather, we should look at the practicalities and implications of both and eliminate the confusion about what they are and how to use them in email. 1. Interactive email "The rise of interactive email is upon us!" This has been a major prediction for at least the past 2 years. Interactive email has a lot of promise as a tool to keep people engaged inside the inbox. The trouble is that people are often confused about what an interactive email is and how and when it should be used. So first, let’s agree...
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Inbox Examiner: AI and Your Email Marketing Program

Inbox Examiner: AI and Your Email Marketing Program

*The Inbox Examiner is a series of discussions that address the many challenges faced by email marketers, with proven solutions from leading industry experts. WATCH THE VIDEO HERE.   Artificial intelligence, or “AI,” is on every digital marketer's lips these days. It’s the new cool kid on the block that seems to promise easy-to-access levels of innovation. But what does AI even mean, especially for email marketers? How do you effectively apply it to your programs to make an actual impact? Don’t worry, you are not alone in asking these questions. That’s why we brought in two industry experts for this episode of Inbox Examiner to walk us through how email marketers are really using AI. In this video, you’ll learn: The definition of AI How AI is being applied in email marketing today What the future holds for AI Watch this episode today to learn what AI is, what resources are currently available to help you apply AI to your email program, and what...
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Make 1 Monumental Change to Transform Your Email Program

Make 1 Monumental Change to Transform Your Email Program

Dear Email Marketers, First and foremost, congratulations on surviving another year in email marketing. By now you should be mid-way thru the holiday madness and in the planning/budgeting stages for your 2018 email program.   No doubt you have read trend predictions for 2018 by some of the smartest minds in our industry. Rather than regurgitate the same stuff, I felt it might be better for me to ask you for a big favor in 2018.   It’s a frank and honest ask. I would like you to commit to adding ONE new thing to your email program next year.   I don’t mean doing something small, like making an interactive email or doing subject-line testing in Q2. Instead, I am asking you to commit to something monumental that could deliver a big impact.   Let me unpack what I mean by “monumental.” I am not talking about pie-in-the-sky stuff like integrating a super-dee-duper AI-driven neural-network decision-making engine which will integrate easily with your ESP...
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Artificial Intelligence & Email Marketing – Part 2

Artificial Intelligence & Email Marketing – Part 2

In a recent blog post on practical applications of artificial intelligence for email marketers, we tried to define what AI means for email marketing. Although some AI claims are more hype than reality, we believe it offers some great practical applications for the future. We work on some of the most complex and advanced email programs in the world. We’re always looking for ways to innovate and improve our customers’ programs. After working with OneSpot for years, we believe the personalization technology company is changing the game with machine learning and its practical application for email programs.   I recently sat down with several members of the OneSpot team to get their perspective on the AI landscape and what their technology offers the modern marketer. 1. It seems as if the email industry has talked about delivering a 1:1 experience for over 10 years. What is OneSpot’s unique differentiator? “Personalization” is used to describe different things in the email space, from adding someone’s name...
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Artificial Intelligence & Email Marketing – Part 1

Artificial Intelligence & Email Marketing – Part 1

Artificial Intelligence & Email Marketing - Part 1 I recently read an article on how a major ESP was going to bring Artificial Intelligence (AI) smarts to email marketing campaigns. As I read through the piece, I was both concerned and frustrated with what little it said about what this new technology actually meant for customers. The increased use of words like AI, Machine Intelligence, Machine Learning, Deep Learning and Cognitive Computing to drive buzz around various products does little to clarify how these technologies might actually benefit marketers.   One problem is that as the marketplace throws around these words interchangeably, offering little differentiation among the terms themselves. Believe it or not, there is a difference. So, before we dig into the practical implications of these technologies, let’s dive into the terms. Once we understand the differences, we can discuss how these technologies are or are not connected to email marketing. Artificial Intelligence (AI): In 1950, Alan Turing forever shaped the definition of...
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