“2021 vs. 2020, email volume up 94%. I expect it to be back again in 2022.” Kate Adams, Senior Vice President of Marketing at Validity, a data and email solutions provider, sees a bright future for the email channel. “If we could count how many articles were titled ‘Email Is Dead’, we’d all get a good laugh, right?”
Thank goodness for the email. One reason is that many other channels have been lost or restricted due to the pandemic. “A lot of marketers, especially in this pandemic environment, have been saying to themselves, ‘Thank God, I still have email. “
Another trend that I have highlighted is personalization. “Personalization vs. Coding,” she said. “A lot of marketers think, cool, I’m going to put your organization’s name here, or I’m going to use your first, and that’s personalization. I really mean next-level personalization: “Hey, I know you’ve been here and you’ve been looking at this product and you might like these products too. How you can do this on a large scale is the real challenge.”
Partnership with Adobe. Validity recently announced that it has joined the Adobe Exchange Partner Program. It is currently working with Adobe to develop a tight integration between Adobe Campaign and its Everest product. “Everest is an email success platform,” Adams explained. “It gives you the data and insights you need so you can get more messages to more people; you can stand out in a crowded inbox; and you can understand where you’ve come in that inbox. There are a lot of insights that marketers need, especially with a secure version Privacy Mail that was in iOS 15 which was released in September.”
Although Validity was not previously part of the program, it had a partnership with Adobe through 250ok, a delivery solution it acquired in March 2020. “It was certainly nothing of the breadth and depth that this partnership would have.”
Finally, be ethical. Adams’ positive vision for email marketing is closely related to Validity’s investment in ethical marketing. “Ethical marketing is very close to our hearts and we believe that our platforms and tools enable marketers to do just that. We believe there are sellers who put a lot of marketers at risk for doing something unethical without knowing it.”
Inadvertently sending email to people who did not agree to email sending is one area of risk. “Compliance is a very important component of ethical marketing,” she said, “but we also think of it as a set of skills that you and your marketing team members can learn and teach. You want to be compliant and we can help you with that, but you want to be much better than Compliance. This is the bare minimum – how can you get past that?”
Why do we care. Adams is certainly right to stress the importance of the email marketing channel for marketers today. We know we are by the interest our readers show in email marketing stories. Email isn’t the whole story, of course, because B2B follows B2C into the new environment of structured customer journeys across multiple channels. But it is a critical plot.
With the increase in the volume of email marketing, of course comes the increased risks. The risk of being ignored, the risk of being bored, and the risk of failing to challenge compliance. The latter is something we were very focused on (in addition to optimization and deliverability) when we updated and released the Periodic Table of Email Marketing earlier this year.