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November 23, 2013 10:00 am GMT
Editor’s note:Peter Yared is the CTO/CIO at CBS Interactive. Follow him on Twitter @peteryared. Only a couple of years ago, pundits were predicting an end to email. But instead of fading away, theres been ever-increasing email volume and usage. Rather than being replaced by Facebook and Twitter streams, email is actually becoming a stream itself. Mail systems are evolving to match the new volume of email, and users will increasingly see only algorithmically vetted emails. Some other emails may be shown below the vetted email, and the rest will flow away into temporal oblivion, just like uninteresting social posts from a few hours ago. Implications for marketers are significant. The days of the average AOL or Yahoo! mail user scrolling through every email in their inbox are rapidly fading. Email has been especially important in e-commerce sales and customer re-engagement. For e-commerce in particular, email marketingexceeds the performance of social advertising. Large-volume email senders will need to make a greater effort to send emails that are both personalized and interesting to the recipient. The email tsunami problem is pervasive. Several Silicon Valley folks have already committed the unfortunately termed email suicide, where they give up on reading unread email and start anew. Others are adding email auto-responders stating that they will not necessarily see email. New vendors such as SendGrid have helped bring on the deluge by dramatically lowering the price of sending volume email and democratizing access with simplified onboarding and easy developer APIs. Google has added several features to Gmail in an attempt to add some order to the chaos of email. The changes will effect both email users and marketers. With Gmail features like Priority Inbox, Gmail Tabs, and Circles, users are increasingly engaging only with algorithmically vetted email from senders they know. Priority Inbox is only a satisfactory product and needs to evolve to automatically mark as important email from senders that a recipient repeatedly opens, especially if the recipient replies. Next-generation email clients like Inky go as far as sorting email by relevance rather than date. For marketers, sending a ton of email without any user engagement will soon become counterproductive. For each type of volume sender, a new balance will have to be found between sending numerous emails and still achieving desired open rates and clickthroughs — mechanisms by which an email provider like Google can detect whether or not the email is of
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/Uy4IrA7_mUU/
Email Is Now Just Another Stream
Editor’s note:Peter Yared is the CTO/CIO at CBS Interactive. Follow him on Twitter @peteryared. Only a couple of years ago, pundits were predicting an end to email. But instead of fading away, theres been ever-increasing email volume and usage. Rather than being replaced by Facebook and Twitter streams, email is actually becoming a stream itself. Mail systems are evolving to match the new volume of email, and users will increasingly see only algorithmically vetted emails. Some other emails may be shown below the vetted email, and the rest will flow away into temporal oblivion, just like uninteresting social posts from a few hours ago. Implications for marketers are significant. The days of the average AOL or Yahoo! mail user scrolling through every email in their inbox are rapidly fading. Email has been especially important in e-commerce sales and customer re-engagement. For e-commerce in particular, email marketingexceeds the performance of social advertising. Large-volume email senders will need to make a greater effort to send emails that are both personalized and interesting to the recipient. The email tsunami problem is pervasive. Several Silicon Valley folks have already committed the unfortunately termed email suicide, where they give up on reading unread email and start anew. Others are adding email auto-responders stating that they will not necessarily see email. New vendors such as SendGrid have helped bring on the deluge by dramatically lowering the price of sending volume email and democratizing access with simplified onboarding and easy developer APIs. Google has added several features to Gmail in an attempt to add some order to the chaos of email. The changes will effect both email users and marketers. With Gmail features like Priority Inbox, Gmail Tabs, and Circles, users are increasingly engaging only with algorithmically vetted email from senders they know. Priority Inbox is only a satisfactory product and needs to evolve to automatically mark as important email from senders that a recipient repeatedly opens, especially if the recipient replies. Next-generation email clients like Inky go as far as sorting email by relevance rather than date. For marketers, sending a ton of email without any user engagement will soon become counterproductive. For each type of volume sender, a new balance will have to be found between sending numerous emails and still achieving desired open rates and clickthroughs — mechanisms by which an email provider like Google can detect whether or not the email is ofOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/Uy4IrA7_mUU/
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