AI is reshaping email marketing, starting right in the inbox. Clicks are becoming optional — sometimes unnecessary. That’s convenient for subscribers but potentially disastrous for marketers. Zero-click marketing is emerging as the response: content that delivers value instantly, whether through snippets, previews or summaries, without requiring a click. Instead of…

Email marketing allows you to send targeted messages directly to your audience.  No algorithms. No rented platforms. Just your message in your audience’s inbox. The catch?  To do it well, you need to respect permission-based marketing, learn how to segment audiences, and master automation.  In this article, we cover what…

HubSpot’s Inbound conference opened for business today on the coast opposite its usual home in Boston. With so much change hitting marketing in the past year, a new venue in San Francisco seems appropriate. HubSpot knows firsthand the upheaval of the old marketing playbook caused by AI and the rise…

I was talking to a B2B marketer recently who admitted her email campaigns weren’t pulling their weight. They took too much time to build, engagement was flat, and — worst of all — they weren’t booking meetings. Meanwhile, her team’s LinkedIn outreach and event follow-ups were filling pipeline much faster.…

A good welcome email program can quickly introduce customers to your brand and start the relationship off right. But what about customers who come back after churning? Do they need to go through the same onboarding process, or would something that reflects their experience with your brand encourage them to…

Dive Brief: The IAB today, Feb. 2, announced Project Eidos, an industry-wide effort to address the trust gap marketers have with advanced measurement metrics and the growing role of artificial intelligence. The effort was introduced at the industry group’s Annual Leadership Meeting in Palm Springs, California. The new unit within IAB…

Specific holidays can be great opportunities to emphasize your brand’s values or offer your audience special discounts. Days like Valentine’s Day, the 4th of July, and the December holidays are on everyone’s list because they’re generally associated with joy and coming together. They also have entertaining themes, making standout copy…

State Farm is doubling down on a messaging strategy that dings rivals for inferior service at Super Bowl LX, with the brand running a 60-second spot in the coveted first ad position of the broadcast’s first quarter. For its big game play this year, the insurance marketer is swapping out…

We all know what email marketing is supposed to do: Engage subscribers.  Build relationships.  Drive action.  Meet business goals. That’s what the leadership team expects and what most email marketers are measured on.  But if you want email to keep doing those things, someone inside your organization must take on…