The continued dominance of email as a marketing channel is elevated further in a time when people are paying more attention to their inbox in real-time than ever before. But that doesn’t mean marketers don’t need to keep abreast of new technologies and tactics.
Among the possibilities for today’s email campaigns is modifying content at time of open, using polls or other interactive tools to increase engagement, and even using the signature as a marketing channel.
MarTech Today hosted a recent MarTech Live broadcast where April Mullen, director of brand and content marketing at Sparkpost and co-founder of Women of Email, and Michael Barber, founder of Barber & Hewitt, a digital content marketing firm, discussed features and functionality to 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 …