Ray Tomlinson, famous for sending the first email ever, described his initial test message (sent to himself) as insignificant and something like QWERTYUIOP. Summarizing all of his tests, he commented, “They were entirely forgettable and I have, therefore, forgotten them.”
More than 40 years later, marketers are sending equally forgettable emails to millions of consumers every day.
Fortunately, this reality is changing. Over the past five years, technology has emerged that allows email marketers to engage consumers with relevant messages at the moment of open.
The early versions of contextual marketing were focused on widgets such as countdown timers or weather forecasts. And while it’s true that applying such tactics can deliver results, as Sun Tzu wisely warned, “Tactics without strategy is the noise before defeat.”
Contextual marketing is evolving and is now much more than just widgets. Long-term success requires marketers to adopt a whole new strategic mindset and approach to email. Providing the best possible experience must replace selling as the primary objective, which is possible with the right technology…
