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#AdobeChat: A Recap on Consumer Email Marketing

Email has been a part of our lives for a long time. Once searching the web and email communication were embraced by the masses, marketers quickly capitalized on this opportunity – a way to establish direct, personal communication with their customers!
Of course things have evolved since the early days – brands have to make sure customers opt-in to avoid getting black-listed. And as consumers, we can never escape email with the ability to check our inboxes via mobile phones.
In the latest #AdobeChat, the conversation focused on consumer email habits and how brands can further evolve their email marketing. Some common themes emerged, including knowing your audience and using data to personalize messages/provide relevant info at the right time.
Here are the key takeaways from the discussion – all good things to remember for those of us who have done email marketing for a while.

Some claim that email is dead or dying. Thoughts from the group?

The majority agreed that email is still very much alive:

However, at a time when consumers are flooded with messages on a daily basis, it needs to evolve. According to @Livefyre, it needs a new approach – highly personalized, mobile optimized, and contextually relevant. (I couldn’t agree more!)

A study by Adobe Insights revealed that 50% of consumers prefer to be contacted by brands via email compared to other channels. What’s behind this?

  • Regarded by consumers as permission-based marketing
  • Email gives consumers choice and control – “less disruption and potential for personalized email” (@kenburbary)

What are three keys to email marketing success?

The majority of the answers revolved around these main points:

  • Know your audience – why do they want to hear from you?
  • Use data to provide relevant & timely offers
  • Mobile-friendly design is a must
  • Consider drip campaigns and link tracking for follow up (@danieldidthat)

According to Adobe Insights, respondents found less than 1/4 of email offers interesting enough to open. So, what are brands doing wrong?

  • Ignoring context
  • Using weak/non-compelling subject lines
  • Lack of personalization to appeal to customer/prospect
  • Contacting subscribers too often with offers that are too similar

What companies are doing email marketing well? How are they getting it right?

  • Examples mentioned included JetBlue, LinkedIn, Apple, Domotalk because of perceived value, clean design, and frequency ratio (not too much)
  • Quartz and Target for their email personalization

What does the future of email marketing look like?

  • Personalization and improved understanding of the audience

  • Mobile and kinetic email

  • Integration of cross-channel messaging

Check out the weekly #AdobeChat every Wednesday at (4 p.m. ET/ 1 p.m. PT). This week’s edition is all about User-Generated Content – should be interesting!

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Stephanie Gallina, Senior Manager, Microsoft + CXC Partner Marketing

Stephanie has more than 15 years' experience in marketing communications, leading and executing marketing strategies for corporate and non-profit organizations. She elevates the awareness of relevant digital solution topics and thought leadership for Perficient.

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