The 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.
About the speaker

Kate Adams

Validity

 - Validity

Kate is the SVP of Marketing at Validity

See your Sender Score

Show Notes

  • 02:26
    Where email marketing stands today
    Email 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.
  • 03:44
    The resilience of email marketing
    After 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.
  • 06:34
    The rise of personalized and targeted email marketing during the pandemic
    During 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.
  • 08:03
    The conversion rates of email marketing today
    While 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.
  • 10:16
    The danger of sending emails for the sake of email impressions
    Frequent, 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

About the speaker

Kate Adams

Validity

 - Validity

Kate is the SVP of Marketing at Validity

See your Sender Score
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