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Kirk Bentley is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

Helping some of the world's most well-known arts and entertainment brands send great email for over 12 years, I've been fortunate to see firsthand what a consistent powerhouse email marketing is for ticket sales, customer engagement and loyalty.

While I've seen a lot of changes over the years, email marketing ROI isn't one of them. What has dramatically changed, is the attention email marketing now commands and the dizzying transformation in the way humans interact with email and brands.

It's no surprise that marketing email, like the rest of the web, has largely transitioned to mobile. What might surprise you is the interactivity we take for granted on the web is coming to an inbox near you soon.

Email has gained tremendous momentum in the marketing world recently. So much so that it's no longer stuck with the boring tech tag. In fact, email may well be undergoing one of the more radical tech transformations in recent history and become super not-boring.

Things are getting interesting for one of tech's original cast members. Recently Google announced AMP for email which brings true interactivity like filling out forms and making online purchases directly to the inbox.

No more linking to your site. Everything will happen inside the inbox.

Other innovators, like Rebel, are turning email into the go-to medium for reservations, reviews, and real-time data. Again, all right inside the inbox.

How will the email creators and consumers react? So far, as you'd expect, there are a lot of big opinions on both sides. But if consumers respond with increased sales and engagement I can guarantee your inbox will be a much more lively place a year from now.

Who knows, maybe it's social media's turn to get the boring tech tag next.


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