Email Marketing Strategies: Preparing for the New Cyborg and Post-PC Era

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Two statements have recently attracted attention for signalling the beginning of a new era in terms of our relationship with technology. On the one hand, Amber Case, an anthropologist, stated in a lecture at SXSW that “ we are already cyborgs ”, and on the other hand, Tim Cook, CEO of Apple, announced the beginning of a “post-PC” era during the launch of the new iPad. Both statements go in the same direction regarding our interaction with technology and are therefore directly relevant to the world of email marketing.

Case believes that computers and mobile phones already function as our external brains, and that alone is enough to understand that technology is already an organic part of our lives. If we have a whole network of people connected through mobile phones, as well as memories in the form of photographs and correspondence in the form of email messages, the anthropology's statement is not without meaning.

Cook already argues that the era of the computer as we are used to is numbered. He was not only referring to the idea of ​​the original personal computer, with a monitor, CPU, keyboard, mouse, cables, etc. He advertising database also referred to notebooks and netbooks. The new era, according to what he says, will be one of tablets and smartphones, but not only that. In the near future we will be using technology without realizing it, it will be so integrated into our daily lives that it will no longer be something conscious. In other words, we will be the cyborgs that Amber Case mentions.


We must therefore think about where email marketing will fit into this cyborg world. It is clearly necessary to work on campaigns that can be viewed on any type of operating system or platform, but it is necessary to go beyond that.

To survive in this cyborg reality, email marketing must be integrated into people's routines. If technology comes through integrations, they will not be perceived by their users, and email marketing as a practice must seek to follow precisely that logic. And how to do that? We don't have ready answers, but one thing is clear: that type of integration will only come with sophisticated segmentation of the contact base and deep knowledge of the habits and preferences of those contacts.

It will be more essential than ever for email marketing professionals to know their contact base and work with different strategies for segmented groups, making the experience much more personal for the contact.