Are empathy, sympathy and humanity bad now? That’s what I hear from some thought leaders and government officials who say we can’t afford to be so soft anymore. I couldn’t disagree more, and I urge my fellow marketers not to abandon these values. The COVID-19 pandemic showed us how important…
When Gmail rolled out a new “Manage Subscriptions” feature last summer, we knew it would make an impact, particularly for brands that didn’t lean into segmentation and automated journeys and instead peppered users with frequent messaging that lacked personalization. Six months in, the impact is deeper than we expected. Unsubscribe…
Spotlight Today
In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: How can marketers use retargeting emails — not just ads — to increase engagement and conversions,…
Too often in email marketing, we see a tactic that worked for someone else and rush to replicate it — without asking if it fits our goals, audience or business context. Here’s why that approach rarely works as expected, and how to take a smarter, strategy-first path instead. The email…
Have you noticed a dip in your organic traffic lately? You aren’t imagining it. AI-powered search engines, such as Google’s AI Overviews, ChatGPT, and Perplexity, are transforming the way people discover and consume content. Instead of clicking your link, users are getting instant AI-generated answers – often built from your…
I, like most marketers, love automation. It’s the “magic money machine” of the email world. You set up a triggered series, watch it run, and bask in its recurring revenue. That’s conventional wisdom. But it’s not that simple. Automated campaigns are more like houseplants than vending machines. If you don’t…
I just came back from a journey. I adopted Luca, a 100-pound standard poodle, in Palm Springs, California, and drove him back to my home in Dallas. The trip took my co-driver and me 20 hours over two days. But we didn’t just jump into the car with Luca and…
As marketers working in retail gear up for their most significant time of year, email campaigns are central to their strategy. However, despite all the planning and crafting of email messages, 31% of consumers delete emails within seconds, basing their decision on the subject line, according to data from Validity.…
Featured Articles
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…
Email Marketing Platforms: A Marketer’s Guide New! MarTech Intelligence Report: Learn more about email marketing platforms – what their capabilities are and how they can help marketers drive more revenue. This report examines the current market for email marketing platforms and the considerations involved in implementing this technology. Download Now…
ActiveCampaign used its Fall 2025 Innovations Keynote to showcase its AI capabilities and its vision for autonomous marketing, which includes over 25 AI agents that work continuously to assist marketers. The company previously introduced its Active Intelligence workspace, where users receive suggestions from context-aware AI agents focused on outcomes, understanding…
Email is often the first channel lifecycle marketers jump headfirst into when nurturing and retaining customers. It makes perfect sense. Through well-thought-out, perfectly timed and relevant emails, you can quickly build trust and nurture a relationship with your customers. Where do you start? There are so many moments in a…