Be in The Know
🌐 You can now schedule, pin, and translate Instagram DMs right from the app.
😵 Btw, the Duolingo dead-owl stunt is working.
🎺 The brand power behind SNL50 was no laughing matter.
👍 LinkedIn launches its own conversion API.
🗣️ YouTube expands access to its Voice Replies test. Plus, a Quick Promote option.
🧠 Google rolls out new human image generation for ads.
👆 And FYI, Google lifts its 2019 ban on fingerprinting for advertisers.
🚗 TikTok launches automotive ads.
🏓 Video: How ping-pong—and a smart bit of marketing—is changing lives.
▶️ YouTube finally explains its subtle logo redesign.
🍗 KFC announces it’s leaving Kentucky.
Should Re-Engagement Emails Die?
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Re-engagement emails. You know ’em.
“Hey, FIRST NAME. Do you still want to hear from us?”
This tactic used to be smart email marketing, but it’s rapidly become outdated and ineffective. Why?
- Well, open rates are irrelevant. Open rates are no longer reliable indicators of engagement, especially with Apple’s Mail Privacy Protection skewing the numbers. High open rates don’t necessarily reflect genuine interest or intent—they could simply be the result of automatic opens or image blocking. Pay more attention to clicks, site visits, and purchase history.
- Your emails aren’t that important. Not every customer is waiting eagerly for your emails, and that’s okay. Customers engage when they need your product, not because of every message you send. Instead of using opens or clicks as the sole measure of engagement, brands should expand their metrics to include more reliable intent signals, like browsing behavior and purchase cycles.
- But timing is important. Inactivity doesn’t equal disinterest. Sending re-engagement emails at inconvenient times—like early in the morning—won’t work. Most people aren’t ready to shop before their first cup of coffee. Worse, sending poorly timed messages risks annoying your audience, leading to unsubscribes or email fatigue.
✍️ The takeaway? Re-engagement emails should be smarter, using rich customer data and nuanced engagement metrics. If you’re still sending “Do You Want to Hear From Us?” emails, it’s time to rethink your strategy.
Read more from MarTech.
Q for You
Tools
People Chips
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Not the salty kind. The smart kind.
In Google Sheets, if you have a column of emails, you can now convert them to people chips—making it easier to view contact details at a glance.
Just click on the data range, hover over the “Convert to people chips” suggestion, and select it to transform the emails into people chips instantly.
To customize the display format:
- Select the cells with people chips.
- Go to Format > Smart chips.
- Choose from display name, “Last name, First name,” or “Email address.”
Now available all Google Workspace users.
Watch
M*ist
Dove’s got jokes now.
During the SNL50 special, the brand promoted its Deep Moisture Body Wash in a 30-second spot by Maximum Effort.
In a fictional focus group, Dove tests out a simple campaign slogan (“SO MOIST”) and jingle (“MOIST MOIST MOIST”) and mascot (“MR. MOIST”).
“We’re so excited to debut our first comedic ad with this new spot that celebrates moisture during such an iconic moment in television,” said Kathryn Fernandez, Head of Dove Purpose & Engagement, Unilever North America.
