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:
Will an email robot be your next marketing department hire? (via GigaOm)
We’ve all heard plenty about how Big Data will revolutionize marketing, at least for those companies with budgets large enough to do a full-scale implementation. But it may be that the lure of Big Data has less to do with the insights available through the data, and more to do with having a system in place that performs repetitive marketing tasks quickly and at scale. Put into email terms, if you are marketing a conference, while it may be feasible for you to send a personalized email to everyone on your house list at Company ABC each time someone else from the company registers to let them know how many more people are needed to reach the group discount threshold, it is in no way possible to do the same thing for every company on your list. But integrating a data source with marketing automation would accomplish that very task. Once it did, which would be more important to you as a marketer – knowing how many days prior to the event a company is expected to reach the group discount threshold, or having your data and automation program acting like an email robot behind the scenes putting hundreds more butts in seats all by itself?
Emails from you and 5578 of your closest competitors make for a cozy inbox (via TechCrunch)
A mobile app for organizing data across a variety of sources called Cue has published some of the aggregate data on email it has collected throughot 2012. The chief finding is that email users on average received 5579 email messages last year. That’s 15 messages per day which doesn’t sound like a lot. But Cue also points out that the average response time for an email swelled to 2.5 days from 2.2 days, which suggests that messages can linger in the email for quite a while. When is the last time you had only 15 messages in your inbox? Cue also offers a clue as to why emails lingered so long – because each user composed over 41,000 words in response. That’s as many words as are in a novel like Lord of the Flies.
2013: Mobile and getting mobiler (via Marketing Charts)
If 2012 was the year of the mobile inflection point – when more emails are opened on mobile devices than either desktop or web-based clients – then 2013 will be even mobiler. 37% of smart phone and tablet users intend to spend more time with their mobile devices this year, and many also plan to integrate their devices even more into their lives. That doesn’t even count the number of new mobile users spiking during the holiday season. I used to say in a non-committal way that it’s time to start thinking about mobile. Well now it’s time to stop thinking and start doing something about mobile.
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