Email volume increases amid uncertainty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 12, 2021, 2:13 PM UTC

Bombora’s Company Surge (R) data highlights trending topics among the MediaPost 500 companies.

According to Bombora, real-time personalisation, brand voice, and content personalisation were among the top five trending topics. The study found that events of the last 18 months forced companies to pivot heavily to email marketing. As a result, email volume increased as it remained one of the few channels available for personalised communication at scale.

Nearly half of the brands said they had emailed their customers more frequently than before, while only 14.7% said they had sent emails less often. However, customer response for opt-in or out-out requests was considerably low, indicating that brands should consider the default option while planning their marketing strategies in 2021.

This piece suggests that marketers should address the topic of privacy while discussing their marketing preferences. They should also pay more attention to persona-based content marketing with full-funnel attribution.

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