Spend on email marketing is up

Adobe adds predictive tech to its email offering

Adobe updates its Marketing Cloud with a tool to get attention in the inbox

As brands battle for attention within consumers’ inboxes, Adobe has introduced a new tool that aims to take the guess work out of crafting the perfect subject line.

On Tuesday, the software giant introduced a new predictive subject line service within the Adobe Marketing Cloud that offers suggested messaging based on its analysis of a brand’s previous emails to its customers.

Kevin Lindsay, director of product marketing for Adobe Target, explained the software is able to pick up subtle nuances that affect whether an email is opened by a consumer, like the difference between “brand new” and “new.” (For the record, Lindsay says “brand new” performs better.)

“The subject line is key to getting someone to open an email,” Lindsay said in a press call last week. “We’re all getting emails all the time from our favourite brands. What’s the one that hooks us and brings us in?

“Our new automated subject line capability analyzes the data open rates from previous subject lines and suggests [new ones] that could be more effective.”

The new email feature is one of several predictive capabilities Adobe introduced in a mass update announced at its annual Adobe Summit marketing conference in Las Vegas. The bulk of the updates are similarly rooted in data science, offering marketers actionable insights based on the data they’ve collected.

Canadian marketers spent $21.8 million on email marketing in 2015, a 14.8% increase over the previous year. While many in the industry had predicted the death of email marketing – especially when CASL came came into effect in Canada – recent reports have shown brands are using email more than ever to reach their customers.

eMarketer expects spend on email marketing to climb 10% this year and grow steadily through 2020.

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