Good morning Marketer, is your email marketing effective?
Loaded question, I know. But email as a marketing channel is more important than ever, especially at a time when people are paying more attention to their inbox in real-time.
These days, marketers have an ever-expanding suite of capabilities to elevate their email content – things like modifying content at time of open, using polls or other interactive tools to increase engagement, and even using the signature as a marketing channel.
In a recent MarTech Live broadcast, we chatted with April Mullen, director of brand and content marketing at Sparkpost and co-founder of Women of Email, along with Michael Barber, founder of Barber & Hewitt, a digital content marketing firm, to discuss the features and functionality that add value to email marketing.
“[Real-time] email campaigns are difficult to build, but you have to build the back-end support of capturing data so the interface knows what to do while the computer is engaging,” said Mullen. “I think of email as the universal app sold globally.”
From AMP to conversion goals, we break it all down here. If there was ever a time to kick your email efforts into high gear, it’s now.
Taylor Peterson,
Deputy Editor
