Keeping up with consumer expectations and ensuring experiences that deliver on those expectations are top challenges for marketers these days.

Marketing pros spend most of their time juggling data, technological capabilities, and growing customer expectations for immediate, relevant, and personal messages. The solution to that challenge of context may seem to be in bright and shiny new channels, but an immediate opportunity exists elsewhere for innovation, learning, and optimization across channels.

Where? In the email inbox.

When you look across the marketing mix, email marketing is where the intersection of data, insight, automation, and action is most active today. And innovations are helping email to continue leading the way to more contextual and cross-channel experiences for consumers.

So how do you tap into the contextual power of email?

To really grab—and maintain—attention in the inbox and beyond, marketers need to harness and activate data to align around and anticipate consumer needs.

Luckily for email marketing, email is not a stagnant technology, and there is innovation at every email open and click these days. This innovation equates to tremendous opportunity for email marketers to lead the charge to more contextual consumer experiences that drive action and conversion.

Here are seven key inbox innovations to help you chart the course to context.

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ABOUT THE AUTHOR
image of Catherine Magoffin

Catherine Magoffin is the director of strategic services at email and cross-channel marketing solutions provider StrongView, where she focuses on providing clients with strategies to drive action and conversion across the customer journey.

Twitter: @cmmpdx

LinkedIn: Catherine Magoffin