Scaling Email: The Heart Of Cross-Channel Digital Marketing

Jesse Grillo
I write and speak with on digital change in the business.

Every digital marketer knows how essential social media are for supporting the general customer journey. Which social networks channel is the most essential, nevertheless, may amaze you.

It’s email.

Yes, attempted and true, had it given that the 1990s e-mail. Teenagers may roll their eyes when you mention this most venerable of social networks, but for everyone else? It’s the digital marketing starting point.

Even with our perennial fights against spam and strenuous laws about commercial e-mails, this channel still stands tall in regards to consumer interaction and conversion. Visit head, sending an email beats posting to Facebook FB -0.96 % or tweeting sometimes over.

It’s not a surprise, therefore, that there many email marketing items on the marketplace today. These products fall under two broad camps: bulk e-mail services like MailChimp and Constant Contact, targeting little and midsize businesses– and business players like Adobe Systems ADBE +0.18 % and IBM IBM +1.44 %, who have integrated their email marketing capabilities into sophisticated cross-channel marketing suites.

Except that the term suite is oh-so-2005. Today we call them marketing clouds.

The difficulty at the low end of this market is going up– not always to full-blown business items, but satisfying the digital needs of midmarket and smaller sized enterprises as they too undergo their own digital transformations.

Yes, tried and real, had it because the 1990s e-mail. Teenagers may roll their eyes when you discuss this most age-old of social media, however for everyone else? It’s the digital marketing beginning point.