Observed Signal · Apr 5, 2023 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
5 Biggest Changes in Email Marketing Over a Decade
In this editorial, Chad S. White reflects on a decade of email marketing transformation, highlighting five major shifts: the enactment of privacy laws like CASL, GDPR, and CCPA; Apple's launch of Mail Privacy Protection (MPP); the rise of customer data platforms (CDPs) enabling centralized cross-channel customer data; the increased orchestration of email with other channels; and the growing adoption of AI and machine learning for audience selection, content, and send time optimization. White argues these changes are net positives for the industry, improving brand behavior and creating opportunities for stronger consumer relationships, despite ongoing challenges such as adapting to MPP and evolving regulations. He also notes the release of the 4th edition of his book 'Email Marketing Rules.'
Editorial retrospective on email marketing trends, relevant for email marketers and martech professionals, but not breaking news.
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Key Takeaways & Evidence Grounding
- CASL, GDPR, and CCPA privacy laws have gone into effect over the past decade.
- Apple launched Mail Privacy Protection, impacting email analytics and deliverability.
- Customer data platforms (CDPs) enable centralization of cross-channel customer data.
- AI and ML are increasingly used for audience selection, content, and send time optimization in email marketing.
- The author released the 4th edition of 'Email Marketing Rules' in 2023.
Connected Companies & Entities
6 Entities mapped“I see MPP more as a part of Apple’s effort to burnish its image as a champion of privacy while simultaneously building its advertising busin...”
“building its advertising business at the expense of Google, Facebook, Snap and others...”
“building its advertising business at the expense of Google, Facebook, Snap and others...”
“Oracle polls show most brands have managed the worst of its effects...”
“Group Vice President of CRM Strategy at Zeta Global...”
Ontology Mapping & Concepts
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Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
GreenCore Solutions Opens London Office for A2A-Grocery Agentic Commerce
GreenCore Solutions Corp. (GSC) announced the opening of a sales office in London, UK, under a new entity, GreenCore Solutions (UK), to support its agentic commerce hub, A2A-Grocery.co.uk. The company introduced its 0-100 Agentic Density Scale, indicating that the UK and Europe account for 84% of grocery makers, while the USA accounts for only 16%. GSC's AI agents have processed 100 million transactions year-to-date, with 40% from Europe, 20% from the USA, and 40% from the rest of the world. The London office aims to connect European makers with AI agents buying for grocery retailers across 20 markets. GSC operates on Microsoft Azure and Google Cloud Enterprise, with data residency in each market.
BBC Director-General Unveils Silicon Valley-Style Overhaul
BBC Director-General Matt Brittin, formerly of Google, has announced a major cultural and strategic overhaul of the British broadcaster. In a town-hall address, he urged staff to adopt faster decision-making, treat digital services as flagship products, and embrace controlled experimentation. The address, which did not confirm any TV channel closures, follows a period of job cuts. Brittin introduced a prototype for the iPlayer streaming service, including an AI agent for recommendations and multilingual support, personalized home screens, and a random selection feature. Audience testing is expected soon. While some staff welcomed the new direction, others expressed skepticism about the risks for a public-service broadcaster. Brittin emphasized the need for tangible results and hinted at a future transition away from analog distribution.
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