Real Magnet

The Email Week That Was, 1-11-13

Here is a quick summary of some of the more important and/or interesting news stories on email marketing to cross the transom this week:

2013 May Be the End of Digital Marketing (via MarketingWeek)
If not in practice, at least in name. According to a new report by Forrester Research on Trends for the CMO to watch in 2013, the “Digital” moniker will likely be dropped from “Digital Marketing” this year, leaving what we all do for a living as just “marketing.” Forrester says that the reason for the evolution is that almost all marketing output is digital anyway. More important I think is that the digital channel has moved past the “seat at the table” stage and is now fully integrated into the marketing discipline. At many companies (particularly retail) digital leads the marketing initiatives with an increasing number of CMOs rising through the digital ranks.

Majority of Mobile Minutes are Messaging (via MarketingCharts)
Research by Nielsen shows that 20% of mobile users’ time is spent on messaging functions. Texting is the leading activity at 14.1% with 5.3% devoted to email and instant messaging. Social media claims 10% of mobile activity. I could not find any previous releases of this same Nielsen report to see which direction the data is trending, though my hypothesis is that with faster data networks and hardware, improved email clients and apps, and more mobile-friendly email design and content, we will see email capture an even larger share of mobile activity in the future.

Inbox Management Apps Offer Auto-Filtering (via lifehacker)
I pay a lot of attention to inbox management applications – those services and plug ins and apps that make it easier for consumers to separate inbox wheat from digital chaff. The latest I’ve come across is called Glider. It is unique in that it is self-learning. After taking a couple of minutes to set up, it runs through your inbox and automatically pulls out commercial messages and notifications and places them in a separate folder and out of view of the primary inbox, leaving that premium inventory for messages from actual people. Now Glider is not huge and may not ever be, but it is representative of a whole class of applications conspiring to make commercial messages less visible and less immediate in their impact. What is most notable about this sudden supply glut of apps like Glider and Inky and Alto and unroll.me is that there is a clear consumer demand for them. There is a palpable groundswell of anti-clutter sentiment, with both consumers and entrepreneurs aligned to address it. This sentiment, if not the rather small threat represented by Glider or any other individual application, is what we should be paying very close attention to. I know I am.

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