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Taking Email Into the New Digital Era: Lessons from the Email Innovations Summit

July 14th, 2021 | 3 min. read

Taking Email Into the New Digital Era: Lessons from the Email Innovations Summit Blog Feature

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Email marketing has been a buzzy topic lately, and it's no wonder why. The world of email marketing is changing. Between Apple's privacy update and new technology innovations, there is never a dull moment. Back in June, two members of our team - Ryan Breen (CTO) and Allison Vernerey (Senior Product Manager) - were keynote speakers at the most anticipated email marketing conference of 2021: The Email Innovation Summit. During their keynote they explored, educated, and discussed the cutting edge of email marketing trends. 

 

While Ryan and Allison don't spend their days devising marketing campaigns, they do spend every day talking to marketers across the country, learning their needs and wants. As some of you may know, we have recently launched a new Interactive Email product, which meant that both Ryan and Allison spent hours, days, weeks, and months researching and learning what is desperately needed in the email world. At the Email Innovation Summit they shared their key findings. 

 

Addressing email marketers' key pain points 

People in technology and engineering want to code cool stuff while solving an actual need and bringing value. So, the goal of sharing their insights was to help marketers deliver the best possible emails to their customers, maximize value, and make efficient use of their teams' time. Over the past several months, they conducted interviews and reviewed market gap analysis, surveys, and usability testing to understand the needs in the marketplace. 

 

It's from all that research Allison and Ryan gathered the key pain points that email marketers experience.

 

  • Standing out and breaking through: The first is that everyone wants their content to break through the noise. The volume of emails being sent keeps increasing, and customers' attention span keeps decreasing. So having your content stand out and resonate from competitors is essential.
  • Trapped in template jail: Many email marketers find themselves constrained by templates. The creative freedom isn't there to accomplish your goals when you're forced to reply on templates, blocks, and modules. Or you have to rely on a development team to individually code every element in the email, which can be extremely time-consuming. In addition, being able to apply multiple links in a single image is either impossible or a colossal nightmare.
  • The complexities of email rendering: On a high level, there are 15 major desktop and mobile operating systems, 50 email clients, 5 screen sizes, and 2 states of images, and we cannot forget Dark Mode. This means that there are 7,500 to 15,000 potential rendering to optimize for every time you send an email blast to your customers. Mind-boggling!

    Because email rendering is so complicated, it forces email marketers to do the same thing repeatedly, which leads to bored users and low conversions. On top of this, marketing teams often have limited resources, so they can't spend the time necessary to go above and beyond. For example, forcing them to choose between an exciting landing page or an exciting email instead of producing both.

 

How to bring your emails into a new digital era

 

Every year there are higher expectations for conversion rates and revenue increases. Unfortunately, all of these challenges aren't leading to the KPIs that you're benchmarking. It's essential that brands deliver engaging content, for campaigns to be faithful to their visual identities, and ultimately, reduce the path-to-purchase. The goal is to have consistency across all platforms. 

 

Watch the short 20-minute keynote presentation to learn how to solve these problems. Ryan and Allison explain our recommendations for transforming your email strategy, freeing up your marketing and development teams' time, and hitting those KPI goals. 

 

 

Making a brand's email shoppable and distinguishable within a saturated marketplace is an email marketer's ongoing battle. Creator's Interactive Email is the solution to help you achieve your goals. Interested in learning more about how Interactive Email can boost your email campaigns - click here