email marketing


What: Anyone who has shopped Amazon has almost certainly received the highly personalized and targeted emails that land in their in-boxes based on products they’ve viewed or purchased on Amazon.
Why it matters: Brands have taken notice, and are following in Amazon’s footsteps using sophisticated automated email tools that track customers’ online behavior and then send personalized messaging. The impact of these automated emails is proving to be impressive.

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.

“Any email that is deployed  automatically based on the customer’s behavior results in a much higher open (OR) and click through rates (CTR),” Curacao’s Executive Vice President and Chief Marketing Officer Ariela Nerubay tells Portada.

What results has Curacao seen using this new technology? “The average promotional email has an OR of 13-percent and a CTR of 1.1-percent  vs. automated behavioral emails that result in 32-percent  OR and 10-percent CTR,” according to Nerubay.

Just like on Amazon, Curacao’s automated emailing is based on a customer’s behavior on the Curacao retail website.  A range of customer’s actions on the website trigger specific email outreach by Curacao, from cart abandonment to special birthday promotions, specific browsing behavior, and the acquisition of new customers.

Relevant personalized email allows you to compete with Amazon.

 Curacao uses the tool Emarsys and sends email based on customers’ behaviors rather than preferences, according to Nerubay, who is a member of Portada’s Brand Star Committee, one of the six units of Portada’s Council System.  With opt-in email capturing, Curacao can then create customer segments for email targeting based on a customer’s purchasing history.

The Emarsys tool includes multiple features such as “Web Recommendations” that Curacao is preparing to roll out in the coming months.

Competing with Amazon

“Relevant personalized email allows you to compete with Amazon,” a recent online webinar sponsored by Drip said. Drip offers its own email automation tool and claims it delivered more than one billion emails for its customers in 2017.

Any email that is deployed automatically based on the customer’s behavior results in a much higher open (OR) and click through rates (CTR).

Using an email automation tool tied to customers’ behavior on your website helped one client grow its annual revenue by 22-percent, according to the Drip webinar host Tim Paige.

By inserting Java script on a website, a brand can track customers’ flow through the website and then build highly customized email campaigns. Drip’s automated email tool can also be integrated with Facebook advertising to capture the email addresses of customers that respond to opt-in campaigns Facebook.

“Automation and personalization in your marketing create a better experience for your customer and drive more sales. That’s how you are going to compete with Amazon,” according to Drip.

Customers using automated email based on customer behavioral tracking are “fighting the Amazon tide,” says Paige.

Online behavior tracking

What kind of customer interactions are brands tracking to then create specific, more personalized email campaigns?

Some examples include:

  • Visits to specific product pages (An email is sent out specific to the product a customer was viewing.)
  • New customer signups (A welcome email is sent to the new customer.)
  • Site or page abandonment (An email promoting the product or services offered on the abandoned page is sent to the customer who left the page.)
  • Unopened emails (Follow up emails are sent out multiple times.)

Lots of room for growth

It appears that automated emails based on customers’ online behavior has a lot of room to grow. According to one survey, only 27-percent of all email marketers are using automated email tools while nearly half of marketers using those tools want to find ways to improve upon them.

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Email is preferred by 85% of GenZ members for communicating with customer service reps, according to a study by SendGrid and as reported by MediaPost. A minority of those polled—just 41%–said they preferred live chat. A preference for social media came in at 36% while 48% of the Gen Zers said they plan to use email more over the next five years.

Advertising on TVs connected to the internet—known as Connected TV Devices—is better received by viewers than ads on regular non-connected TVs, according to a new study by Magna and IPG Media Lab. The study measured viewers’ unconscious responses to ads on both and found ads on connected TVs created higher retention rates. More positive emotions were also seen among viewers watching ads on connected TVs.

Media measurement and analytics company comScore and the global market research and a consulting firm Ipsos have announced the creation of a shared data platform for 27 cities in Mexico. The new platform will offer media companies and agencies a powerful new tool for measuring consumer’s consumption of both off-line and on-line communications.

The creative agency Social Snack has been named as “Lens Studio Partner” for Snapchat in all of Latin America by Internet Media Services (IMS) and Sony Pictures Television Networks. An announcement of Social Snack’s selection cited its expertise in creating augmented reality messaging on the Snapchat platform. “The certification is the result of the Partners Program launched by Snapchat that recognizes the leading companies in the industry that provide creative technology solutions to the advertisers of the platform,” the announcement noted.

Amazon Echo and Google Home smart speaker owners are hooked on the new technology, according to a study by Edison Research as reported by Search Engine Land.  According to Edison, 65% of the smart speaker owners say they can’t see themselves getting along without the new devices. The same report noted that voice commerce sales hit $1.8 billion in the US in 2018 and are predicted to grow to $40 billion by 2022.

Internet video company Accedo has announced an infusion of US $17 million in equity for the company’s future growth. “Accedo has built a leading position in a very dynamic and rapidly changing industry. The market trends are moving in the right directions and we expect to see continued rapid industry evolution over the coming years,” investor SEB Private Equity said in an announcement of the funding.

Salesforce is predicting a 50% increase in the use of data by media company marketing departments in 2019. The prediction is based on a survey of 4,100 marketing professionals across the globe, according to reporting by Media Post.

What:VerticalResponse descargahas launched a translated email marketing service for Spanish speakers.
Why it matters: With this update, Spanish speakers now have a platform to power their business’s email marketing programs.

VerticalResponse descargahas launched a translated email marketing service for Spanish speakers, Mediapost has reported. The new service, owned by Deluxe Corp, comes at a time of Hispanic-owned businesses booming in the United States.

The new service consist of a web-based marketing platform for small businesses and nonprofits with a series of marketing features, including email marketing, social media and direct mail.

VerticalResponse’s customers can select Spanish in the bottom right corner of the Get Started or login page. Once they are signed in, VerticalResponse’s email marketing services is fully translated into Spanish including the company’s email editor, contacts section, and campaign reporting.

With VerticalResponse, business owners are reaching more people in less time through automation like automated follow-up emails. Campaign performance can continually improve with subscriber insights provided by our powerful Advanced Reporting. And with our new email editor, business owners can save time creating emails and know, regardless of how their readers open them, that they’ll look great on any screen.

The United States was home to 41 million native Spanish speakers and 11.6 million bilingual residents.

A look at the numbers

A survey of business owners conducted by the Census Bureau showed Hispanic-owned businesses accounted for almost 12 percent of all U.S. businesses.That’s 3.3 million businesses!


From 2007 to 2012, the U.S. saw an impressive increase of 46.3 percent growth in Hispanic-owned businesses, which was larger than any other segment.

What’s even more impressive is that between 2007 and 2012, the number of Hispanic women-owned businesses expanded from 800,000 to 1.5 million businesses. With a growth rate of 87 percent, this was the largest increase in women business ownership of any race or ethnic group. The National Women’s Business Council provided a breakout by heritage:




The United States is now the second-largest Spanish-speaking nation, according to a 2015 study by the Instituto Cervantes. The  United States was home to 41 million native Spanish speakers, plus an additional 11.6 million bilingual residents. The United States is second only to Mexico, with a reported 121 million native Spanish speakers.

“With the increase in Hispanic-owned and operated businesses in the United States, it’s so encouraging to see marketing applications like VerticalResponse expanding their services to Spanish-language users,” said Dr. Ruben Guerra, Ph.D., Chairman and CEO of the Latin Business Association. “The Hispanic population is the largest ethnic minority in the U.S., and platforms that serve our communities, businesses, and consumers are increasingly vital.”