Will Schnabel says, “Unless you’ve been living under a rock the past few months, you’ve probably been bombarded with articles screaming that context-driven messaging is the next big thing in marketing. If you’re really unlucky, you’ve even had your boss forward you one of them, captioned with a cryptic directive like “we should be on top of this.”

While hearing phrases like “the next big thing in marketing” justifiably triggers gag reflexes, there is some validity to all the attention. Context matters, especially when you’re talking about communication. Take this example from my personal life: Imagine that you discovered the funny cat video to end all funny cat videos, and just HAD to share it with your significant other right away. How would you do it? Would you send an email with the video embedded in it, autoplay turned on and volume cranked up so it could be experienced in all its glory? Or would you send a terse email with a link saying, “Hey, you should check this out when you have a minute”?”.

Guest Expert: Wylei’s Mike Monteiro on Making Your Emails More Context-Driven

Silverpop Blog

Sharing is caring