Good morning: It’s all about email

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer.

Good morning, Marketers, and it’s still all about email, isn’t it?

Okay, that’s an exaggeration. Email isn’t the only marketing channel and email marketing isn’t the only form of marketing. But while cutting edge technologies like natural language processing, extended reality and predictive analytics can be fascinating, getting email right is for many marketing organizations their bread and butter.

What’s more, although the channel is well-established, it’s far from static. Ingenuity is required to stand out from the crowd. Strategic thinking is required to come up with better metrics than open rates. Boldness is required to experiment with dynamic email content, improved personalization and perhaps even BIMI.

Here you can see me talking about all things email with contributors Ryan Phelan and Kath Pay, and Jennifer Cannon, author of our updated Email Marketing Periodic Table. Ryan’s latest piece, about treating email with respect is here.

Kim Davis

Editorial Director

Shorts 

People. SugarCRM has announced the appointment of experienced former SAP executive Volker Hildebrand as SVP Product Marketing, with global responsibility for helping revenue growth.

CTV advertising optimization platform TVDataNow has tapped Amit Saraf as its new Chief Product Officer. Saraf comes from Calix, a marketing cloud for small and mid-tier broadband providers; before that, he spent six years in product at LiveRamp.

Adtech strategist Mary Matyas has made a move from The Trade Desk to MediaMath, where she becomes SVP and General Manager, North Americas. Prior to The Trade Desk she was at Criteo.

Quote of the day. “In 2020 and 2021, email finally won back respect when all other channels failed. Email shone throughout the pandemic and what we’ve gone through over the last year. The tedious “email is dead” conversation has faded away. And thank God for that.” Ryan Phelan, co-founder, RPEOrigin.com

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.