The future of Email Marketing will not come from Email Marketers
Posted: Tue Dec 03, 2024 9:07 am
We echo a post published on the ClickMail blog that reflects on the evolution of the field of Email Marketing from the point of view of technological innovations.
The article accurately describes the current situation of the Email Marketing industry. In the current scenario, “old” players (Email Service Providers) are being replaced in the race for innovation by highly specialized technology companies that, in most cases, rely on the analysis of large amounts of data.
The differences between ESPs are becoming smaller and there is a tendency to solve the same problems in a similar way. This contrasts with the emergence of solutions that, integrated united arab emirates business email list with the different ESPs, seek to improve the effectiveness of email marketing in general and its cross-channel aspect in particular (integrated and coordinated with other channels). These are small companies (not giants like the ESPs we all know) that develop marketing technology that adds a lot of value to email. Let's see with some examples.
GSC logo
This is a content personalization solution. Using behavioral and demographic data, the platform creates personalized experiences throughout the customer journey.
Built by data scientists at Amazon, Netflix, and LinkedIn, Boomtrain’s learning engine analyzes reader behavior and applies what it learns to execute highly relevant communications.
live intent
It is a platform that allows you to send personalized ads in emails. The ads respond to the user's interests and behavior.
audience_point
Through algorithms, they are able to determine when a user will be most likely to interact with the email. It is based on the analysis of when each user is online and connects to their email.
cloud_iq
It is a remarketing solution that identifies abandoned shopping carts and sends recovery and personalized emails based on the analysis of the content most visited by each user on the site.
What's exciting for marketers is that these technological innovations can be used in combination with different platforms, and ESPs, aware of the advantage they bring, are opening up their platforms so that these functionalities can be added as easily as possible. An example can be found in Salesforce Marketing Cloud's HubExchange , where different technology providers offer the possibility of integrating their solution apps with ExactTarget.
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The article accurately describes the current situation of the Email Marketing industry. In the current scenario, “old” players (Email Service Providers) are being replaced in the race for innovation by highly specialized technology companies that, in most cases, rely on the analysis of large amounts of data.
The differences between ESPs are becoming smaller and there is a tendency to solve the same problems in a similar way. This contrasts with the emergence of solutions that, integrated united arab emirates business email list with the different ESPs, seek to improve the effectiveness of email marketing in general and its cross-channel aspect in particular (integrated and coordinated with other channels). These are small companies (not giants like the ESPs we all know) that develop marketing technology that adds a lot of value to email. Let's see with some examples.
GSC logo
This is a content personalization solution. Using behavioral and demographic data, the platform creates personalized experiences throughout the customer journey.
Built by data scientists at Amazon, Netflix, and LinkedIn, Boomtrain’s learning engine analyzes reader behavior and applies what it learns to execute highly relevant communications.
live intent
It is a platform that allows you to send personalized ads in emails. The ads respond to the user's interests and behavior.
audience_point
Through algorithms, they are able to determine when a user will be most likely to interact with the email. It is based on the analysis of when each user is online and connects to their email.
cloud_iq
It is a remarketing solution that identifies abandoned shopping carts and sends recovery and personalized emails based on the analysis of the content most visited by each user on the site.
What's exciting for marketers is that these technological innovations can be used in combination with different platforms, and ESPs, aware of the advantage they bring, are opening up their platforms so that these functionalities can be added as easily as possible. An example can be found in Salesforce Marketing Cloud's HubExchange , where different technology providers offer the possibility of integrating their solution apps with ExactTarget.
Share this...