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Blog post By Paula Chiocchi on 2015-05-06
It has been said that “the more things change, the more they stay the same.” Although this sentiment was communicated well over a century ago, it might apply to the current status – and evergreen value – of email.
Recently, The Wall Street Journal reported that Google may soon launch an ad offering similar to Facebook Custom Audiences, which, essentially, allows marketers to present ads on Facebook accounts on which they already have contact information. And what’s the key element powering these innovative offerings to marketers from Facebook® and, in all likelihood, Google®? You guessed it; email addresses.
Custom audience targeting seems poised to extend the reach of email marketing, offering new ways to reach prospects and customers. What does their potential say about the power of email? Here are five takeaways:
Facebook (and potentially Google’s) Custom Audience offerings show great potential for email marketers to deepen their messaging reach through this convergence of email and search ads. And while new and inventive ways of reaching prospects and customers continue to evolve, the central element necessary to enable these mediums remains the same: email.
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