Email marketing and programmatic advertising

A peek on how to ensure that email is as personalized and relevant to consumers

Time flies, they say but apparently technology flies faster; this is particularly true when it comes to web and programmatic advertising.
Nowadays, the way to advertise and promote your product / service on the cyberspace are multiple: DEM, Native, SEO, Display. Surprisingly, DEM, which is the oldest has still a lot to give.
According to a DMA research in 2015, emails are still the “pilar” on which the most of the marketing campaigns lean on. But the more the time goes the more the competition from the above-mentioned techniques gets harder. However, the uptake of email automation and programmatic advertising remains relatively low despite the promise of an improved targeting, personalization and finally a reduced waste and improved ROI.

But what is programmatic advertising?

To make it simple, programmatic advertising is a way to target the type of audience you aim to show your ads to. It includes segments across demographics such as age, gender, social standing, to geographic in certain areas of the country. Just to give an idea of its success, this sector has grown from $2 billion in 2012 to almost $33 billion today, and it delivers more ads to more people than any other medium. Using a programmatic advertising approach will make advertisers able to re-engage their clients and send relevant email contents based on the what they looking for or something related to it, consequently improving cross-sells actions.

programmatic advertising web marketing

Future scenarios, how will the email industry adapt to new technologies?

As a consequence, email service providers are adapting their platforms to better match IoT (Internet of Things) and programmatic marketing strategies.
SendGrid, for instance, it’s trying to improve the employment of webhooks services for the development of programmatic campaigns. Webhooks are something very close to API: a code that functions as an instant trigger via an HTTP callback. SendGrid is not the only one also other providers such as Campaign Monitor and Mailchimp, in are giving always more importance to programmatic email campaigns that use APIs and webhooks.
Email services built on APIs and webhooks are still in the preliminary stages, as the developer community have been focused toward other applications.  However, as more devices get connected, more opportunities to adopt APIs and webhooks will pop up.  These opportunities will appear as email services offer more programmatic deliveries triggered through reader behaviour.

Marco Martinez