On paper, email marketing should work. In practice, however, it doesn’t actually deliver the results businesses need, which is probably why so many companies choose not to invest in it.

Consumers are sick and tired of irritating, irrelevant marketing content. They want to be able to control what content they get, where they get it and when they have to deal with it, which is probably why most say they prefer email marketing content.

The reason why email marketing doesn’t work for most businesses isn’t a problem with the channel itself. It’s the fact that businesses don’t know how to use the channel effectively.

Email marketing might not be the sexiest way to promote your business, but if you’re willing to put in the time and effort, it can be one of the steadiest, most profitable ways to grow.

The data is out there, and if one thing’s for certain, it’s that companies who really invest in email marketing get great results. Those who don’t – or only make a token effort – end up frustrating and alienating their customers.

– Jacob Baadsgaard is the founder and CEO of Disruptive Advertising

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TikTok levels up with a new space. In a move that seems to signify its growing investment in the U.S. market, TikTok’s Los Angeles operations have officially moved into a new 120,000 sq. ft. office in Culver City, Variety reports. TikTok’s new space takes up five floors at 5800 Bristol Parkway in Culver City. According to the company, the office was designed from the ground up “to embody TikTok’s fun and joyful personality.” Before the new digs, TikTok’s LA-based team worked in a smaller office space in the same city. The video-sharing company now has more than 400 employees in offices across the U.S., including in Los Angeles, Silicon Valley, and New York – and that number is likely to grow. 

Twitter’s new reaction option. Twitter has launched a new Reactions-like option in direct messages, giving users the ability to choose a single emoji response to any message within a thread. Twitter explained how the feature works: “To add a reaction, hover over the message and click the reaction button (heart and plus icon), or double-tap on the message and pick an emoji from the pop-up.” At any time, users can undo a reaction and it will be removed from the message for all participants. In a group conversation, users can view who reacted to the message by clicking or tapping on the reaction in the message thread. Any time a new reaction is added to a message, all conversation participants will receive a notification 

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Data for the Sake of Data Is Useless: Rethink Your VoC Approach – CMS Wire

How To Tear Down Silos Between Marketing And Sales – Forbes

U.S. mobile app subscription revenue jumped 21% in 2019 to $4.6B across the top 100 apps – TechCrunch

52% of retailers will boost 2020 social media ad budgets, study says – Mobile Marketer

Streaming 2.0: The Unholy Trinity Of Curation, Cost And Churn – AdExchanger

6 Privacy Tools for CCPA Compliance – Street Fight

Quantum Tech: esports investing hit $1 billion in 2019, revenues could be $4 billion in 2022 – VentureBeat

TikTok’s licensing deal with Merlin will give the platform access to a huge indie music selection – The Verge