Hand picked articles, resources, tools, and conversation from around the world of marketing technology. #martech
Email marketing turned 40 this year. In May of 1979, Gary Thuerk sent an unsolicited email pitch to 400 business prospects. His campaign generated $13 million in sales. Unsolicited emails became the norm but consumers didn’t start calling it “spam” until the late 90’s. Email is still a high ROI tool and martech has analyzed nearly 1 Billion emails to help you improve your campaigns.
This week there are also articles about AB testing, the latest twitter tactics, blockchain’s impact on click fraud and AI.
On May 3, 1978, a marketer for Digital Equipment Corporation named Gary Thuerk sent an unsolicited email pitch to 400 business prospects. Although the email blast resulted in an avalanche of privacy complaints, it served as the foundation of email marketing as we know it today.
There is a cost to not acting on the information you have and instead opting to wait for greater certainty, but we rarely make a robust effort to calculate that opportunity cost and compare it to the potential gains of continued testing.
Technology has allowed marketers to track where their ads are placed and ensure that real consumers, rather than automated bots, are clicking on their ads. This makes customer engagement data more reliable and makes sure brands’ marketing assets are not being put to waste.
So, if the players in the marketplace agree to clean it up and adopt blockchain technology, then each transaction can be transparent, advertisers can see who the legitimate suppliers of inventory are, fraudsters can be eliminated and the technology can facilitate supply chain transparency.