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

Here's the complete contribution:

A legacy email and CRM professional told me and some fellow strategists that email was definitely dead. She had worked in it her whole life. She said everything has gone social and its dead.

I had to disagree. Email is still where its at. Why? Think of the mobile phone in your hand. You are checking Instagram but you are also checking email — constantly.

So guess what — your email inbox is still really important to brands today. People consume email even more than they did in the past because of their cell phone.

Gone are Blackberries, gone is email just via desktop. With people focused on keeping their inboxes to zero or filing into folders, email campaigns are still a main channel for reaching both B2C and B2B audiences.

For marketers, there are more restrictions on list development. Double opt-ins, topics that make some strategists cringe.

But the fact is there is a fine median point between email service providers and brands. The results of initiatives like GDPR is that users/people will increasingly just receive content that they want, and that is relevant to them.

Email's goal is just like Google's goal — relevancy. And as social content systems campaign increase in social platforms, email lives on via in tandem CRM Drip email campaigns.

This means that customers who use Facebook and then go to a brand website, sure they can be retargeted based on their clicks and intent via pixeling but most likely that same user will receive email CRM Drip communications they have opted in to from that same brand and receive brand messaging and offers in their email inboxes aligned to what they'll see on Facebook.

Email is still a main digital channel and it will increase in importance and relevancy within brands' social content, chatbot and Amazon Alexa conversation marketing strategies.


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