Like the apple in the Garden of Eden, marketers want to take a bite out of cross-channel marketing opportunities. While it is clear that marketers understand there is opportunity in cross-channel marketing, what is equally clear is that the scope of the opportunity is, at times, eluding the most sophisticated marketers. With that in mind, let's review some of the basic stats that underpin the cross-channel opportunity.
Epsilon, a global leader in creating customer connections that build brand and business equity, today released "Gmail Tabs: An In-Depth Analysis." The study analyzed seven months of aggregated email data and found that Gmail's tabbed inbox, which rolled out in May of this year, is negatively impacting how consumers engage with brands in the Gmail inbox. In this evaluation, Epsilon accounted for seasonality to determine the effects of the tabbed inbox. Given the seasonal downturns that occur in the July to September timeframe, the study also looked at email performance at Yahoo! and Microsoft to determine if the drops in Gmail were simply the result of a seasonal decline.
Email marketers are about to be swimming in new ways to reach their subscribers. This week, Facebook will begin letting brands target their email subscribers with ads on Facebook. Yesterday, marketing technology platform Epsilon announced the ability for brands to email consumers based on what device they’re most likely to read and click a link contained in the message at a given moment in time. As the senior vice president of Epsilon’s strategic initiatives group, Quinn Jalli, explained: Most people have consistent, device-specific email-checking habits. In the morning, most check email on their smartphones or tablets. During the workday, most
Direct marketers are waiting to see what Facebook's new messaging platform and associated email addresses mean to them before spending time and money on related campaigns. But social email strategies are already being considered by everyone from email service providers to marketing consultants. They believe social email should absolutely be taken seriously—right now.
The increasingly social environment of digital communication is changing the way marketers need to view email. Facebook Messages is only stepping up a trend that's been emerging for a couple years—that consumers are only engaging with what they like. Quinn Jalli, vice president of deliverability at Epsilon, says marketers need to stop thinking about email deliverability in terms of complaints.