A: Recently, companies are relying less on the email service provider to provide all of the technology and services from end to end. More companies are combining the technology with external agencies or bringing more of the responsibilities in-house so that they can more quickly execute on campaigns. This also gives them more autonomy over their campaigns, as well as the data, content and delivery. Because of this, email service providers are also building in more functionality and features that let companies create, personalise and deliver email marketing programmes at scale, like customised domains and unlimited storage. And email service providers are providing features that let them accelerate the campaign’s time to market.
Because of these changes, companies using email services are now spending less time in operations and more time on strategy. In the past, a lot of the features and functionality within these tools were very cumbersome and with the turnover that you usually see at junior level roles, companies were spending so much time on just tactical strategy, which is one reason why we haven’t seen the medium advance much.
But now, we’re seeing things like Google Amp for email and other providers that allow for more interactive emails, like having deep-linking functionality with an email. This functionality almost makes the email work as a website, letting the consumer engage with your brand without ever actually leaving the email, whether that's making a purchase, watching a video, clicking a link or taking a survey. Over time, more advanced functionality will continue to improve user interactions with email and the overall customer experience.