The Wild West of Email Marketing — Kate Adams // Validity
- B2B
- Data & Analytics, Email Marketing
- Data Provider, Marketing Analytics
- Growth Marketing, Market Segmentation, Marketing Attribution, Marketing Careers
Kate Adams
Validity
- Part 1 The Wild West of Email Marketing — Kate Adams // Validity
- Part 2Why Email at 10 am is bullsh*t — Kate Adams // Validity
Show Notes
-
02:26Where email marketing stands todayEmail usage increased significantly during the pandemic and has never returned to pre-pandemic levels, constantly rising year over year. This is in contrast to Zoom and Amazon which initially took off during the pandemic but eventually returned to pre-pandemic levels.
-
03:44The resilience of email marketingAfter the success of email marketing in the 90s and early 2000s, marketers shifted their focus from email optimization to other channels. However, during the pandemic, they returned to their roots and found out that they could increase their revenue via email significantly.
-
06:34The rise of personalized and targeted email marketing during the pandemicDuring the pandemic, marketers had to make up for their revenue shortfall through digital channels. In response, email volume increased and they improved the personalization and segmentation of their emails which resulted in higher revenue.
-
08:03The conversion rates of email marketing todayWhile send volume is up, inbox placement, conversion rates, engagement levels, and clickthrough rates are falling. This can be attributed to messages not being personalized enough to make it through spam filters.
-
10:16The danger of sending emails for the sake of email impressionsFrequent, low-quality email content can damage your email reputation and reduce the likelihood that your future messages will reach the intended recipients. It's crucial to prioritize a positive recipient experience in your email program to avoid harm to your business.
Quotes
-
"This recent holiday period was the highest email volume that we've ever seen take place in our history since email was invented back in the 70s." -Kate Adams, SVP of Marketing, Validity
-
"During the pandemic, email caught fire again, and it went up significantly during the pandemic by 34%. And it's never come back down to pre-pandemic levels." -Kate Adams, SVP of Marketing, Validity
-
"Inbox placement is getting harder because, as the volume has gone up, mailbox providers like Yahoo, Gmail, Hotmail, Yahoo, etc are doing more of the filtering of that mail." -Kate Adams, SVP of Marketing, Validity
-
"Amping up that volume and emailing to folks that you don't usually email, emailing to folks at a more frequent rate actually damages your future email." -Kate Adams, SVP of Marketing, Validity
- Part 1 The Wild West of Email Marketing — Kate Adams // Validity
- Part 2Why Email at 10 am is bullsh*t — Kate Adams // Validity
Kate Adams
Validity
Up Next:
-
Part 1The Wild West of Email Marketing — Kate Adams // Validity
Kate Adams, SVP of Marketing at Validity, talks about the wild and wonderful world of email marketing. During the pandemic, channels such as in-person events, and in-store shopping were brought to a standstill, and marketers had to make up for that revenue shortfall with email marketing. However, just sending a million emails for the sake of it can harm your email deliverability and business in the long run. Today, Kate discusses the wild west of email marketing.
-
Part 2Why Email at 10 am is bullsh*t — Kate Adams // Validity
Kate Adams, SVP of Marketing at Validity, talks about the wild and wonderful world of email marketing. Research suggests that the best time for email marketing is 10 AM, but it's essential to consider your target audience's habits and schedule to determine the most effective time for them to receive your email. For instance, busy moms or night shift workers may not be checking their inboxes at 10 AM. Today, Kate discusses why email at 10 AM is bullshit.
Play Podcast
