Long Live Email - Why Email is not Dead and How to Use it to Engage Customers
)
In the fast-paced digital landscape, where trends come and go, one tool has stood the test of time and continues to wield considerable influence: email.
Contrary to prevailing skepticism, email is not dead; instead, it has evolved into a dynamic force that shapes our professional lives, relationships, cultural interactions, and economic transactions. This revelation came to the forefront during a Keynote session at Technology for Marketing. This session featured industry leaders from Shopify and StrategiQ Marketing, under the expert guidance of Jim Rudall, Head of EMEA at Intuit Mailchimp, and explored the profound impact of email and its role in shaping the future of eCommerce marketing.
Watch the full session
Meet the speakers
Jim Rudall, steering the discussion, engaged with Lauren Boyton, Head of Customer Experience at StrategiQ Marketing, and Renata Rocha, Head of Customer Acceleration-EMEA at Shopify.
Key Insights
Maximising Customer Data for Value
Boyton shed light on the client's desire to extract maximum value from existing customer data. According to her, understanding customers deeply is not just a desire but a necessity. By leveraging existing data, businesses can gain insights that allow for a reduction in acquisition costs while simultaneously enhancing the customer experience.
Innovation Amid Uncertainty
Renata Rocha emphasised the importance of continuous innovation, especially during uncertain economic times. She pointed out that brands willing to invest in research and development during such periods tend to experience more significant long-term growth. The consensus among the speakers was that innovation is not a luxury but a strategic imperative.
AI and Automation: Augmenting Human Capabilities
The discussion touched upon the transformative role of technologies like AI and automation. Both Boyton and Rocha acknowledged the opportunities these technologies present in augmenting human capabilities and driving business efficiencies. However, they stressed the need for a cautious approach, advocating for thorough testing and learning before full-scale implementation.
Understanding the Customer Journey: A Key to Success
The session emphasised the importance of a nuanced understanding of the customer journey. Boyton and Rocha advised businesses to identify friction points in the customer experience and strategically map innovations onto key touchpoints. This customer-centric approach, they argued, is crucial for building lasting relationships and driving long-term success.
Balancing Act: Revenue Generation and Innovation
Jim Rudall concluded the session by urging brands to strike a balance between immediate revenue generation and the long-term benefits of planning and innovation. The key takeaway was that while it's essential to meet present demands, forward-thinking strategies and investments in innovation are vital for future success in the ever-evolving eCommerce landscape.
In conclusion, the session echoed a resounding sentiment: email is not only alive but thriving, evolving, and ready to shape the future of eCommerce marketing. As technology continues to advance, the strategic integration of email, personalisation, and innovative technologies like AI will undoubtedly be the driving force behind customer engagement, satisfaction, and increased sales. Long live email!
Latest News
-
-(2000-×-600px)-(1920-×-1080px).png/fit-in/500x500/filters:no_upscale())
Technology for Marketing is excited to launch the Top 100 Marketing Influencers Index for 2023 to recognise those in the industry that use social media to influence, educate and innovate our sector. -
)
From zero to a million, the story of how Laura Riches co-created a brand from nothing in three months, and set out to reinvent how to market wine creatively. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Looking at a few marketing campaigns, Ann the Storycoach teaches you to spot the storytelling and bring your customers into a different world with creative communication. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
A talk about what it mean to have a genuine message in an industry faced with scrutiny, and how to craft impactful campaigns based on honesty and transparency, while not allowing perception to stand i ... -
London, 18th January 2023: CloserStill Media, the producer of market-leading business events, exhibitions and conferences, today announced it has purchased a majority stake in CommerceNext, a leading ...
-
28 September 2022 - The UK’s biggest eCommerce and marketing technology events returned in-person, with a successful debut at London ExCeL, welcoming thousands of leading retailers and brands on day o ...
-
Digital commerce and the future of e-commerce as we know it: Pre-keynote interview with Karl Lillrud
It is often said that the best business people are those who live to solve problems - not just sell products. But sometimes it can be hard to see the wood for the trees. Organisations can struggle to ... -
It costs 80% less to keep a customer than to acquire one, yet brands are continuing to fall short in how they build relationships with their customers. Customer Relationship Management (CRM) is essent ...
-
)
The exhibition floor and conference theatres were jam-packed, as thousands of retailers and marketers joined the UK’s biggest two-day eCommerce and marketing technology event. London, 30 September 202 ... -
)
Paul Brett, Executive Producer at Flying Tiger, delves into the dynamic landscape of movie marketing and its intricate dance with cutting-edge technologies.
