by Ali Swerdlow
"To not have an email address is the digital equivalent of being homeless. Without an email address, you cannot shop online, bank online or engage with social media."
Last week, Google announced a new service that will enable advertisers to target ads based on the email address. In the wake of this innovation, we spoke to leaders in the email marketing space to learn how the move will potentially impact email practitioners. After all, there are a number of similar tools, such as Facebook’s Custom Audiences and Twitter’s Tailored Audiences, already in market. But it’s the almighty Google that’s drawing attention to this non-cookie based marketing technology. With so many players in the space, is Google too late?
Continue to read about Googles New Audience Targeting Tool
Mike discusses varies ways to capture the email address during the carting process but goes on to suggest that the same techniques can be used for browse abandonment: "undertaken type of automated email which has very few statistics available with which to wow you. However, if it is accepted that basket abandonment works then it’s a very small leap of faith to suggest browse abandonment will also work"
I wonder how people feel about both cart abandonment emails and browse abandonment emails. Are these techniques too spammy or a necessary part of email marketing?
Login to Read the Discussion.
I’m pleased to announce we have a brand new OI blogger this week: Sandy Hathaway, CMO and Co-founder of AVARI. In her inaugural post “Attention CMO’s: Get Technical or Die” she mentions that "70% of email marketers don’t have time to think about subject lines, and only 5% use advanced analysis techniques.”
Her thesis is that CMO’s need to get up to speed with predictive analytic techniques: "Enter predictive analytics. Why guess and test when a machine can capture infinite amounts of data about your customers and campaigns, run that through an intelligent language database, and produce better subject line variants for you? It may sound futuristic, but it’s already a reality. What’s more is that after a campaign, that data goes back into the model, and machine learning makes every subsequent subject line recommendation better and better.”
Enjoy the article, and many thanks to Sandy for her contribution.