Good morning, we have tips for how to reach the inbox in your inbox. Is this inbox inception?

Fighting to stay relevant in the managed inbox is difficult enough throughout the year, and the holiday season only amplifies those challenges. While the countdown to Christmas quickly winds down (14 days, FYI), many email marketers are consistently pumping out reminders that their holiday deals are ending soon — but an overflowing inbox can work against us.

New research from SubjectLine.com has found 84% of respondents said they turn to their inboxes to find deals. If your brand is offering discounts, be sure to frontload that information into your subject line — but avoid coming off as spam. It’s a delicate balance, but well worth the effort to maintain your hard-earned connection with subscribers.

Adobe Campaign has announced compatibility with AMP for Email, the dynamic content inbox experience supported by Gmail and Outlook, among other inbox providers. The addition of AMP for Email features will help Adobe Campaign users create dynamic content for their emails natively. Recipients are able to interact with email content directly within the email itself, and any recorded interactions are synced directly to Adobe Campaign to produce insights.

Stepping away from the inbox (not literally, you have to keep reading here), analytics platform Retina has launched a Shopify integration that provides predictive analytics to merchants on customer lifetime value (CLV). The tool, Retina Go, aims to give small e-commerce retailers access to predictive insights around CLV and arm Shopify merchants with data that could help them compete with the big retail players. The key to optimizing the tool is having a marketing team that understands the impact of CLV and can apply the metrics to ongoing campaigns.

There’s much more below including your Pro Tip on experimenting with micro-campaigns.

Jennifer Cannon,
Senior Editor

 
 
 
Pro Tip
 

New Year’s resolution: Experiment with micro-campaigns

“Micro-campaigns are small pieces of a larger campaign and these bite-sized campaigns are released to customers earlier,” explains Stacey Ackerman of Agilify. “For example, you have a new product launch for athletic shoes. In the 2019 way of working, you’d spend a few weeks (or months) planning the campaign from beginning to end. In 2020, you’re going to try the micro-campaign approach. The marketing team then meets to brainstorm campaign ideas and prioritizes them into a marketing backlog. The backlog is different from the project plan because the work moves up and down in priority but just as importantly, it isn’t promised. Work may or may not happen based on how customers react.”

“Many companies spend endless hours planning out intricate campaign details only to learn that the finally agreed-upon message doesn’t resonate with potential buyers. Micro-campaigns are a quick, low-risk way to test the market and make sure your campaign is on the right track.”

Learn more »

 

Making a list of your 2020 marketing resolutions?

If so, you should add creating PPC reports that people will actually read to your list. Adzooma publishes a sponsored article this morning that explains how to save on time and gain on interest. Or you can vow in 2020 to roll up your sleeves and start fighting invalid traffic (IVT). Stop serving ads to bots and learn how to protect your online advertising campaigns by downloading The Essential Guide to Protecting Your Ad Spend from Invalid Traffic, a whitepaper from Moat by Oracle Data Cloud.

 
Martech Minute
 

More money for Iterable and an acquisition by Rock Content

Iterable raises $60 million in funding. The cross-channel marketing platform Iterable has closed on $60 million in Series D funding led by Viking Global Investors. Investments also came from CRV, Index Ventures, Blue Cloud Ventures, Harmony Partners and Stereo Capital — all firms that contributed to the company’s Series C funding earlier this year. “Mainstream companies around the world are adopting highly integrated best-of-breed solutions and leveraging their own data — in real time — to achieve growth and customer engagement never seen before. Iterable is at the core of this stack,” said CEO Justin Zhu. The company plans to use its latest round of funding to expand its core platform, invest in new technology and scale its global offices located in San Francisco, New York City, Denver and London.

ScribbleLive now part of Rock Content. The content marketing services and solutions firm Rock Content has acquired Scribble Technologies (AKA ScribbleLive), bringing ion interactive and Visual.ly into its product offerings. “It was clear that we needed to find a strategic partner, one that shares our values and extends our technology offerings, to join forces and become a global leader in content marketing. ScribbleLive was a natural fit, allowing us to expand globally and evolve our visual, video, and interactive content solutions,” said Rock Content CEO Diego Gomes. Rock Content’s global network of talent is made up of more than 80,000 creative professionals. As part of the acquisition, ScribbleLive’s current Toronto and U.S. offices will now operate under the Rock Content brand in North America. 

Sterling Sky acquires LocalU. LocalU, an event series catering to SEOs and managed by Mike Blumenthal has been purchased by the SEO agency Sterling Sky. Blumenthal will remain the host of the podcast, and he and Mary Bowling, a founding member of LocalU, will continue to be involved with the events. Sterling Sky owner Joy Hawkins said she acquired LocalU to offer a single place online where people could discuss local search. “I see it as a place to educate people on what is currently going on in the world of Local SEO and what strategies business owners and agencies should be using to get results from their efforts,” said Hawkins. She plans to move the series to a new platform and introduce a paid/VIP section, as well as increase the number of LocalU Advanced events in the coming year. 

 

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What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader

What’s the Glue That Holds Your Tech Stack Together? – CMS Wire

Proving The Financial Contribution Of Account-Based Marketing To The Business – Forbes

Independent Ad Tech’s 2020 ‘Gap Year’ Will Help It Long Term – AdExchanger

How a Top-Down Approach Accelerates CCPA Compliance – Multichannel Merchant

More Critical Thinking Is Needed In TV Attribution – AdExchanger

For Luxury Brands, The Possibilities of Programmatic Cannot Be Ignored – Street Fight

Amazon researchers use AI to improve Alexa’s joke selection – VentureBeat

Google is using machine learning to make alarm tones based on the time and weather – The Verge