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

Here's the complete contribution:

People’s relationships with their inboxes have shifted massively over the past 10 years.

You could argue that to an extent the rise of social media has given us multiple inboxes with LinkedIn’s Inbox, Facebook Messenger or even Whatsapp and other messaging apps.

On the one hand, this is great news for marketers that have new channels to communicate but on the other hand, it means that they have to diversify, segment and target carefully to reach the right audiences, at the right time in the right channel.

While not so long ago, emails used to be a ‘nice to have’ marketing tool for retention and loyalty with customers, the area of marketing automation has grown exponentially as one of the most powerful tools to manage the entire user lifecycle.

Emails are getting increasingly personal, with new and more granular segmentation and targeting options which help us analyze customer behavior and act upon it. What’s more, new technologies such as machine learning and AI use algorithms that will help us predict consumer behavior based on past events or actions — opening an entirely new way to do email marketing.

I look forward to seeing how email evolves from a ‘promotional’ channel to share output into a tool to fuel a two-way dialogue with customers, where more transactions and relationships are built thanks to sophisticated technologies to target more accurately and communicate more creatively.

The future is bright for email marketing and I have no doubt it will only get stronger. New technologies such as the inclusion of video on email will be commonplace very soon but it’s up for marketers to be at the forefront of innovation and champion these new tools to connect with customers.

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