Email programmatic:

Wherever ads are sold direct in the digital environment, there’s scope for automation.

Until now, many publishers manually pull together emails, which are then sent to customers or readers.

However, we are now seeing the emergence of technology that could potentially allow for the delivery of unique emails to every person on a mailing list.

Rumyana Miteva, the head of performance marketing at Housetrip recently explained the potential of this in a Marketing Week article.

“[We can] send relevant email content based on the properties they were looking at – it is really optimised,” she said.

“Using programmatic buying means we are using the same data for our display advertising as email and that makes the content more relevant. It also helps with consistent messaging and branding so the user gets a rounded experience that isn’t fragmented.”

The advantages of this aren’t only limited to delivering more targeted advertising, but also present interesting editorial opportunities for publishers. Imagine sending out a daily news email that differs from person to person, depending on their main areas of interest.

What makes this opportunity particularly appealing is the fact that email remains the principal means of business communication. Email is the first thing workers check in the morning when they wake up and it stays with them from meeting to meeting, dictating the ebb and flow of the modern workday.