(2018-04-29) The Email Marketing And Notifications Evolution Inside Companies

The Email Marketing and Notifications Evolution Inside Companies. “Stop sending emails like a marketer. Start sending email like a personal assistant.”

Phase 0: We Hate Email

Phase 1: Mass Promotional Email + Personalized Order Notifications

Phase II: Moving to Lifecycle Messaging

Phase III: Holistic, Personalized Messaging

This requires a team to develop a log (Logging) of every email/push sent to a subscriber, when it was sent, when it was opened, when it was clicked, what downstream engagement occurred from clicks, and which template it was. All emails and notifications are run through the same experiment dashboard as product changes to understand the impact on all key metrics.

This usually starts via a rules based approach, and eventually becomes powered by machine learning.

This is a considerable investment, which we made at Pinterest.