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This is yet another reason why you need to look past e-mail for personalized communication with your customers. Personalized messaging inside your web site or a

This is yet another reason why you need to look past e-mail for personalized communication with your customers. Personalized messaging inside your web site or app is much more effective for certain use cases. Are you e-mailing your users to tell them about a new feature? Why not show them an in-app message instead, when they are logged on and engaged? Are you e-mailing a custom offer to a certain segment of your user base? Show them the offer when they're on your site. Obviously, if you are contacting users that are not visiting your site at all, then e-mail is still king. Personally, I am glad to see Gmail implement this kind of separation so well. Full disclosure/plug: I work for Evergage (http://evergage.com http://evergage.com) and we provide this behavioral-driven in-app messaging.

snowwrestler 13y ago
The use case and purpose of email marketing is totally different from in-app messaging. Email drives return visits; in-app messaging drives conversions. Edit to add analogy: it's like saying JCrew does not need to send catalogs because they have great signage in their stores.
- astral303 13y ago
  Yes, they are fairly different, but there is a fair amount of crossover. Specifically, much of the crossover is there because the state of the art in marketing automation in e-mail is much higher than outside of it. It's much easier for a marketing person to work with an e-mail marketing automation system. Implementing targeted in-app messaging campaigns, on the other hand, typically requires development team cycles (not with us though). But I'll run with your analogy. JCrew can send me a targeted 20% off coupon, for example because I am a store cardholder or it's my birthday month. However, the purpose of that coupon is not solely to drive return visits. I might frequently stop by a JCrew while in a mall to look at merchandise, but I might be much more likely to convert if I knew I had a coupon. However, when I am actually at JCrew in a mall, JCrew won't have signage with my coupon and won't recognize it's my birthday. It sure would be nice though.

snowwrestler 13y ago

The use case and purpose of email marketing is totally different from in-app messaging. Email drives return visits; in-app messaging drives conversions. Edit to add analogy: it's like saying JCrew does not need to send catalogs because they have great signage in their stores.

astral303 13y ago
Yes, they are fairly different, but there is a fair amount of crossover. Specifically, much of the crossover is there because the state of the art in marketing automation in e-mail is much higher than outside of it. It's much easier for a marketing person to work with an e-mail marketing automation system. Implementing targeted in-app messaging campaigns, on the other hand, typically requires development team cycles (not with us though). But I'll run with your analogy. JCrew can send me a targeted 20% off coupon, for example because I am a store cardholder or it's my birthday month. However, the purpose of that coupon is not solely to drive return visits. I might frequently stop by a JCrew while in a mall to look at merchandise, but I might be much more likely to convert if I knew I had a coupon. However, when I am actually at JCrew in a mall, JCrew won't have signage with my coupon and won't recognize it's my birthday. It sure would be nice though.