Tag Archives: Email Marketing

Google brings AMP to email: What does this mean for email marketing?

Have you ever counted the number of premature obituaries you’ve read for email? The platform has taken some flak in recent years, but as a method for communicating with consumers it’s stronger and more effective than ever.

That view was reinforced earlier this month with Google’s announcement that it would bring the ‘Accelerated Mobile Pages’ open source project to the platform.

The move signaled the internet giant’s plan to redevelop its Gmail service and turn email into a ‘dynamic, up-to-date and actionable’ service, in line with its long-held desire to make the internet faster. In short, it wants to make it more interactive and more efficient.

Right now, most organizations consider an open rate of above 25% and a click-through rate (CTR) of more than 5% impressive, and Google wants to improve that by radically altering the make-up of each individual email.

The Silicon Valley giant has recognized the impressive longevity and adaptability of email. Despite the abundance of browsing data being collected online every day, it remains one of the most pervasive and effective forms of direct marketing; according to the Direct Marketing Association in the US, the median email marketing ROI (122%) is four times higher than any other channel.

So, Google has tasked its creative minds with revamping and progressing its email platform, with this the immediate result.

What will this mean in the short term?

Your favorite brands will now be able to integrate new interactive tools into email, such as the ability to browse websites, RSVP to events and complete forms without you leaving the platform.

Initially available as a ‘preview’ version to developers, the company plans to roll out support for the service to Gmail later in 2018. The service will continue to evolve, and in the future we’re likely to see entire transactions taking place within the body of an email.

Relatively mundane consumer tasks such as booking flights, writing reviews, ordering new clothes and browsing the wider web will all take place through one interface, removing the need for consumers to waste time navigating individual sites or search engines and creating a unified experience.

What’s driving this move?

There appear to be three main drivers on Google’s part: improved UX, more access to consumer data, and an increased scope to sell digital advertising. By providing a more streamlined service which facilitates commercial transactions online, Google will have greater scope to expand its offering to advertisers.

This will be based on the detailed insights gained from witnessing millions of consumer transactions within its Gmail platform, with this data used to build a more comprehensive digital persona for each individual user.

What are the benefits for consumers?

Google will undoubtedly be a beneficiary, but the company promises that consumers will benefit most from the change. Central to this is the promise of an improved experience of ecommerce when navigating the web. This will happen through a more direct relationship between consumers and their favorite brands, and fewer laborious administrative stages to complete a transaction or make an appointment.

By integrating live data into the platform, emails will be able to demonstrate a brand’s inventory in real time – so no more outdated discount offers, or appointments showing as available which have already been filled.

The move will also help refresh the occasionally cumbersome format of certain marketing communications. Email newsletters for example will be given a new dimension, giving consumers far more succinct and actionable content, while landing pages with extensive web capture forms will be phased out as brands collect further information on email and other sources.

How will Google’s position be strengthened?

As with any format change, it will take some time for AMP to be fully integrated into Gmail, so don’t expect any radical changes any time soon. Once integrated, it will also take time for brands to get on board and realize the ROI they will get from their spend. Moreover, as the change will be limited to Gmail only, we’re unlikely to see the entire format of email revolutionized overnight.

Nonetheless, it will be fascinating to see how Google’s competitors respond to the introduction of the AMP format. Many are keen to prevent the company’s hold over the web from growing, and will no doubt push forward with alternative propositions to AMP.

Facebook’s ‘Instant Articles’ service, for example, has long been viewed as an alternative platform for ‘snackable’ content, and was launched as long ago as the spring of 2015 – a year prior to the launch of the AMP.

Email’s enduring success has traditionally been ascribed to its simple format, so it’ll also be fascinating to see what kind of response there is from consumers.

Historically, they prefer communications which are less invasive and don’t interrupt their day to day activity, as can be the case with other direct marketing platforms. Many also prefer to retain their freedom of choice when it comes to purchasing, rather than follow a recommendation from a dispassionate algorithm. But the opportunity is there for marketers to rise to raise the bar when it comes to driving email engagement.

What does this mean for marketers?

From a practical perspective, AMP is likely to see a change in the performance metrics used by marketers when reviewing the success of any given campaign. CTRs in particular may be replaced by an alternative measure, given consumers will no longer need to exit an email to complete a transaction.

From a more long-term, strategic perspective, Google needs to put personalization at the heart of this change to make it successful. If the content offered in each email isn’t highly personalized to each individual user – based on the extensive raft of data Google already possesses – then consumers will turn away from the platform in favor of a more holistic marketing experience.

Artificial Intelligence (AI) will undertake a large part of this work. Indeed, AI marketing tools are already widely available and have been deployed by some of the world’s biggest brands to help deliver personalization in their email marketing campaigns.

To date, these technologies have largely been deployed to help with execution, but in future, expect to see AI take care of every aspect of an email, right down to the send time, design, subject line and body of text, including bespoke offers for each individual recipient.

It will be particularly crucial when it comes to creativity, which has been absent from email for many years due to the predominance of the ‘static’ HTML format. Marketers have struggled to create engaging content within the platform previously, as emails have had to rely on basic content – straightforward written copy and primitive designs/imagery – to ensure they reach target recipients.

With AMP, however, technology is finally catching up with the promise of marketing. Email marketers will need to get their creative juices flowing and use the change to embrace more engaging content strategies, as more simplistic email formats with limited scope for interaction will no longer entice customers.

The email platform continues to evolve, adapt and reinvent itself, despite premature predictions of its demise, and it looks set to form an integral part of direct marketing strategies for the foreseeable future.

Remember what I said about premature obituaries? Well, to reinvent the age-old proverb: email is dead. Long live email.


Get 2018 started with an updated multi-channel digital marketing strategy

Did you know that 15 years ago the average consumer used two touch-points when buying an item, while consumers today run through an average of almost six touch-points?

This means that reaching new customers has become significantly more complex. With new platforms and channels still emerging, consumers have more and more choices and are demanding greater attention from brands trying to reach them.

The concept of multi-channel digital marketing has gained popularity among digital marketers over the last few years as brands and agencies have realized that one-off campaigns targeting potential customers on only one channel at a time no longer cut it.

In this article, we will examine updated multi-channel digital marketing tools and effective strategies; but before we do, let’s clarify what multi-channel marketing actually means.

What is multi-channel digital marketing?

“Multi-channel marketing is the implementation of a single strategy across multiple channels or platforms, thus maximizing opportunities to interact with prospective customers,” according to digital marketing agency Emarsys.

While as marketers we try to best predict how and where our customers might interact with us, giving them a choice — a say in the matter — leads to higher conversions. This requires casting a wide net of orchestrated touch-points and repeating your brand message across various channels, but ultimately improves your chance to raise customer awareness and let the message sink in to actually have an effect.

Let’s take a look at a handful of channels that effectively support a multitude of touch points and provide your customers with choice in selecting their preferred channel.

Social media

The advantage of social media is that it can be utilized as both introductory (initial interest) as well as retargeting channel leading a new customer further down the sales funnel.

Eyeballs through content

Facebook is a fantastic method to fill the top of your funnel with visitors.  Whether you amplify content or gain people’s attention through Facebook live or other multimedia ads, it’s crucial to think about what your target customer might be interested in and then tailor content to their desires.

This doesn’t mean that you should advertise for your product right in the article or video, but rather cover topics that might interest potential customers and ultimately lead to your product page. At the top of the funnel, the goal is to create that first touchpoint which will enable you to start marketing to them through other channels, particularly email and remarketing.

Get 2018 started with an updated multi-channel digital marketing strategy

Generating leads

Another helpful Facebook tool comes in handy at this stage of the sales funnel, especially if you run an ecommerce business — it’s called Dynamic Product Ads. These ads “automatically promote products to people who have expressed interest on your website, in your app or elsewhere on the internet,” according to Facebook.

You can even upload your product catalog to Facebook and after setting up the campaign, the social network will handle the rest (such as matching people with the right product).


While social media is very effective as both introductory and retargeting channel, emails are most effective when retargeting potential customers.

Chances are that by the time someone has provided their e-mail address, you have some idea of what they are interested in and looking for, thanks to your “eyeballs through content” campaign as discussed above. So crafting effective e-mails addressing their potential pain points should be a little easier now.

Crucial to making e-mail marketing successful is to make sure its content aligns with your overall campaign message. A recent case study confirmed that “Coordinating messaging across channels resulted in reaching customers who were 22% more likely to purchase than those only reached by email.”


You can craft AdWords campaigns to function at the top, middle, and bottom of the funnel.  At the top, you can create broad match modified campaigns focusing on identifying exactly what keywords people search for in your space.

As part of your exploratory campaigns, you can also look for lateral keywords of interest that can help you understand exactly what your audience is looking for.

At the middle of the funnel, you have people who are interested in the products or services you are offering so you serve them the most targeted ads.  Traditional AdWords campaigns tend to belong to this stage of the funnel.  At the bottom of the funnel, you can use AdWords remarketing to continue creating additional touchpoints after consumers have visited your site.

Smart marketers use AdWords Ad Extensions to include interactive and clickable information right on top of the ad, such as coupons, phone numbers, and text message extensions. Making these marketing tools available right inside the ad can cut down significantly on the number of steps in your sales funnel.

By clicking on the coupon, for example, customers could be enticed to walk right into a physical location to pick up the product they are getting a discount on. Clicking on the phone number or text extension, on the other hand, could connect them directly to customer service, who in turn can answer any remaining questions and, thus, increase purchase intent.

SMS/Text messaging

Speaking of text messages: retargeting potential customers is not restricted to e-mails and Google AdWords. Text messaging (SMS) is another way — and an increasingly popular one — to lead consumers further down the sales funnel.

Let’s say your Facebook or Twitter ad asked potential new customers to “opt-in,” which they did using their social media accounts. Most social networks now require mobile phone numbers when users first sign up. This information will be available to you as well if you are setting up ads through these social networks.

You now have the opportunity to text your lead and interact with them on a channel that has so far not been saturated by marketers. It also provides a much more intimate environment, which could help build trust.

Get 2018 started with an updated multi-channel digital marketing strategy

You can easily set up text message campaigns with tools like Autopilot and TextMagic; and you should, too, because text message opens are as high as 99% among mobile users. Key is to let potential leads opt in voluntarily as opposed to being contacted via text out of the blue. Also, a good next step might be asking for permission to set up a phone call to continue the conversation.

Text messages can also be useful when sending out reminders for live events or webinars, which some of your new customers might have signed up for, but are about to miss because they forgot putting it in their calendars.

Putting it all together

As you can see, none of the marketing tools listed above are particularly effective in this day and age if you keep them isolated. Google AdWords can lead to customer service conversions; social media can lead to email and text message opt-ins; email in turn can be reinforced by text messages, which could lead back to customer service.

That’s why a consistent brand message as well as consistent quality of content, service, and customer experience across all channels is essential. Future customers should get a sense of familiarity at every turn of the sales funnel if you are to build a trustworthy relationship with them.

Coordinating this rather significant number of communication channels seems like a daunting and expensive task; but don’t worry, even with a low budget you can implement these multi-channel marketing strategies.

One final thought: all the marketing in the world is for naught if you do not measure and analyze key data. This includes customer profile characteristics (like demographics and psychographics) and customer behavior to narrow down your target audience.

In addition to this data, keeping track of conversion rates between the various platforms will help you measure success and create a continuously more effective multi-channel digital marketing strategy.


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