To develop an effective email marketing strategy, you need to be aware of ongoing changes and keep your strategy centered around the best way to bring value to your audience.
Areas of change include:
- Data privacy regulations remain a patchwork at the global and national level in the United States.
- New email regulations from companies like Google and Yahoo. You're trying to reduce spam and protect your email revenue stream.
While we expect to see more changes in both of these areas, email marketers are also reevaluating questions they've been discussing for years:
- The value of personal email addresses in B2B.
- Demonstrate the value of email to leaders.
- Quality and quantity in email list size.
MarTech contributors Natalie Jackson and Brian McKenna led this thought-provoking conversation, recorded live as a Coffee Talk at the Spring 2024 MarTech Conference.
About the author
Mike Pastore has spent nearly 30 years in B2B marketing as an editor, writer, and marketer. He first wrote about marketing in 1998 at his Internet.com (later his Jupitermedia). He then worked with big brand marketers in B2B technology to create content for his marketing campaigns at both Jupitermedia and he marketed at QuinStreet. Before joining Media, he led demand generation at B2B media company TechnologyAdvice.
