Good morning, happy Wednesday!

Despite what some folks have been saying over the past decade about email reaching its ultimate demise as a marketing channel by 2020, email continues to thrive as a revenue-driver for brands. And while inboxes are increasingly compelled to provide secure email services, email service providers and developers are innovating new ways for emails to stand out in the inbox and streamline the conversion funnel directly within an email. 

Laws and regulations like CCPA and GDPR — put in place to protect consumers’ data and privacy — focus heavily on opt-in and opt-out requirements. Many of these requirements are structured around email as the primary identifier for a consumer. Brands can set the bar to a higher threshold by implementing best practices across the board when it comes to managing consumer data. Aim for higher standards around compliance to avoid future business distractions every time privacy laws change.

There’s more to read below including a Pro Tip on why BIMI (pronounced bee-mee) is worth your time and effort.

Jennifer Cannon,
Senior Editor 

 
 
 
Pro Tip
 

Implementing BIMI is a lot of work, is it worth the time?

“Brand Indicators for Messaging Identification is a new email specification that allows for brand logos to show up in the inbox of select mailbox providers,” explains MarTech speaker April Mullen of SparkPost. “The benefits of BIMI are promising. First, in the age of privacy, it gives you another way to identify your brand in the inbox beyond the ‘from’ name and email address. Secondly, it gives brands protection against spoofing. Lastly, it helps your emails reach the inbox in the mailbox providers that support BIMI.”

“If you decide to implement BIMI, you first need to ensure you have authenticated all of your email sends with SPF, DKIM and DMARC. You also need to be sure your DMARC is at enforcement. Once all of that is covered, then you can publish a BIMI record in your DNS to obtain a Verified Mark Certificate.”

Learn More »

 

What's "Brand Humanity" and why you should care

More human communication leads to demonstrably better business results. But putting humanity into action is easier said than done. Technology can help businesses forge more human connections between consumers and the brands they love. That’s why Braze commissioned two powerful studies conducted by Forrester Consulting to dig deeper into this important topic. Join this webinar with Braze and Forrester where they discuss the latest Brand Humanity research findings.

RSVP today »

 
On the Move
 

New C-level officers join BDEX and Vision Critical

Tara Maitra has been appointed chief revenue officer for BDEX, a data exchange platform. In her new role, Maitra will lead the company’s revenue initiatives and oversee its business development and marketing efforts. “Tara’s deep expertise in data-driven marketing will serve as an invaluable asset to our growing company,” said CEO David Finkelstein, “We look forward to leveraging her skillset to communicate the unparalleled advantages BDEX’s Data as a Service (DaaS) tools bring to our clients.” Before joining BDEX, Maitra was the senior VP and general manager for TiVo’s content, ad sales and data divisions. She has also held senior roles at Comcast, NBC and PriMedia and was included in Cable Fax’s “Most Powerful Women in Cable Tech” list. 

The cloud-based customer experience management platform Vision Critical has named Efrem Ainsley as its new chief operation officer. Ainsley will lead a number of business units, including human resources, finance, privacy and security and legal. “Efrem is a highly seasoned, respected leader and organizational guru with an impressive track record of growing technology businesses,” said CEO Ross Wainwright. Prior to joining Vision Critical, Ainsley was CEO for ScribbleLive, which was acquired by Rock Content. He has also served as the COO and CFO at Exinda and CFO for PlateSpin.

ConsumerAcquisition.com, a social ad services and solution provider for mobile apps and games, has recruited John Choi to serve as VP of user acquisition. Choi comes to ConsumerAcquisition.com from Zynga where he led the user acquisition team, overseeing popular games like Words With Friends and Zynga Poker. “John has extraordinarily deep experience in mobile game user acquisition driving profitable growth strategies for numerous app publishers, making him the ideal fit to lead our UA strategy,” said CEO Brian Bowman. Part of Choi’s responsibilities will include driving the company’s Facebook, Google and Apple user acquisition media buying strategy. ConsumerAcquisition.com reports it manages more than $3 billion in creative and social ad spend attached to the mobile gaming and app economy.    

 

How has marketing & martech changed in 10 years?

Learn about the ways marketing has evolved — and where it may be heading in the future — in this exclusive interview with Scott Brinker, MarTech program chair and VP platform ecosystem at HubSpot.

Read the interview! »

 
 
 
What we're reading
 

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

Why Your Business Should Be Considering ECM In The Cloud – CMS Wire

VR is the Next Commerce Frontier. Strap on Your Headset – Street Fight

Loyalty drivers grow complex as consumers get more complicated, report says – Marketing Dive

Why Apple And Microsoft Are Moving AI To The Edge – Forbes

As Marketing Clouds Enter The CDP Category, Simon Data’s CEO Charts A Different Course – AdExchanger

What tech companies should do about their content moderators’ PTSD – The Verge