Have to start this one of apologizing to all the Star Wars fans who opened this annoyed. Read on I promise it will turn out ok.

 

So let’s start at the beginning

 

A long time ago in a galaxy far, far away

 

Ray Tomlinson is hard at work putting together the final touch on what would revolutionise the world as we know it. (Ray would later be known as the inventor of email, creating amongst other things the now iconic @ symbol)

 

Email has since had its ups and downs it’s “New Hopes”, “Returns” (as if like a Jedi), and it’s “Awakenings” (See what I did there).

 

But with all of these highs and lows, it’s always been a “Force” to be reckoned with in the marketing arena. What it has sometimes lacked is a customer friendly approach. It sometimes got a bad reputation as a tool for mass marketing and hoping for the best. Spreading the dark side if you will, and hoping to turn at least one unsuspecting victim into a trooper.

 

What has happened over the last few years is “The Force has awakened” and email has a new customer-centric approach, it is now on the side of the rebellion, wanting to provide the best possible experience for the end user, giving them personalised recommendations and real-time product updates. It wants to help the customer find what they are looking for as quickly and easily as possible.

 

I have numerous clients and email is always in the top revenue streams every month, it sits in the top traffic generating channels and automation's and personalisation are leading the way.

What your email needs is a someone to Luke (Skywalker) after it, to understand its behaviour, to know what you need to make it work.

 

As Obi-Wan once said (on email automations)

 

Well, if droids could think, there’d be none of us here, would there?”

 

So with that, I don’t believe email is dead and I do believe in the power of The Force. Yes, I have made every weak, cheesy cliche I could think of and no I’m not sorry (I had a chuckle writing this).

 

In closing (and all seriousness) email can work in your favour and provide real-time, relevant and engaging customer content. It can provide a positive ROI for your business and has great potential

 

As Yoda once said

 

And May the 4th be with you

Happy emailing