Inbox Insider: E-mail marketing is going beyond e-mail

Share this content:

Some brands are expanding their view of e-mail marketing, reflecting that consumer inboxes now receive information from social media news feeds, RSS feeds, news sources and search ads.  

The concept of e-mail marketing is expanding to become more than just the delivery of messages to the inbox. It's now also about delivering a marketing message to a consumer's inbox in multiple formats. For instance, Google has long served text ad links based on Gmail conversations at the top of a user's inbox. Now that Yahoo's e-mail platform can be integrated with Tweets and Facebook news streams, brands are getting their social media messaging into Yahoo inboxes as well.

This past weekend, Macy's ran an expandable banner ad unit that delivered an insert media-style digital ad to the inbox. The retailer designed the ad to promote a Memorial Day sale. When clicked on, the banner ad expanded across the inbox, becoming an interactive insert-style ad. The company targeted the ad and tailored content by location and behavior.

As the concept of the inbox continues to expand, so too is the idea of e-mail marketing.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above