The Rise Of 0-to-1 Email Communications

Author:
Mike May
Source:

My inbox is losing its voice. Or rather, most of the messages in there have lost theirs. It wasn’t long ago that almost every marketing email I received was copywritten expressly for the email channel, allowing me to hear the voices of all the brands I subscribed to. But now most of the messages in my inbox have no such voice, and were instead authored by machines.

Over the past six months especially, native email content is being replaced by transactional, triggered and other data-driven messages. Instead of carefully worded pitches...

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