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

Here's the complete contribution:

The future of email marketing is exciting. What we’re already seeing and what we’ll continue to see more of is an increase in personalization and privacy.

As marketers, we’ve learned that the “batch and blast” method is ineffective in building a strong email program. For optimized user retention and conversion, hyper-targeting, automation and customer journey mapping will put you on the road to success.

Personalization in email is basically the difference between a student learning in a lecture hall versus a student learning from a private tutor. That one-on-one communication is so critical in getting the user's attention, influencing their interest/intent and building trust.

We’re just at the tip of the iceberg with what we can accomplish in personalization and automation but as our systems get stronger and our learnings more insightful, email will become an even greater revenue driver.

With that said, what goes up must come down. With email marketing efforts being adopted by more and more companies, inbox clutter is at an all-time high and ISPs are cracking down to mitigate the effects.

With a spike in Spam volume and email fatigue, email marketers need to be conscious of their sending methods or pay a hefty price.

Companies like Google and Yahoo are putting the proverbial foot down by creating various features allowing for easy unsubscribe and BTS (behind the scenes) inbox blocking. Canada and Europe have rolled out strict guidelines on opt-in practices that could cost companies a huge chunk of their revenue if negated.

The bright side is, if operating email efforts using best practices, the aforementioned initiatives will only lend to a healthier, more organic method of online communication resulting in greater business overall.


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