Michael Fisher says, “There’s still room for innovation in email marketing.

Many are quick to write off email as old-fashioned, but think about the customer experience: Members of your audience no longer sit down to check their Hotmail account once a day or once a week; email is now a habitual part of the consumer and customer experience.

People refresh their email while waiting in line at the grocery store. Bills and informal updates alike are filtered through their inbox. Social media updates are delivered to the email inbox, even as social is predicted to overtake or eclipse traditional email.

Speaking to a group of marketing executives at Yes Lifecycle Marketing’s Innovation Day, Chris Marriott*, vice-president of services and principal consultant at The Relevancy Group, said innovation in email is tied to the customer conversation”.

How to Innovate Your Email Marketing: Unlock the Fourth Type of Campaign

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