Years come and go, and technology is ever-increasing. While professionals look ahead, you should be following their paths. Current trends reveal the near future of email marketing, and many predictions have been drawn from pre-existing factors and opportunities. Don’t forget to pay attention to marketing channels, and don’t underestimate the growth of our world’s soon-to-be dominant source of company marketing.
Email: The One, True, Relationship Channel
Email marketing forms relationships, and this year it featured some fantastic brands utilizing current data to inspire and excite customers. Understandably, these trends will likely catch on within larger groups, and many large companies will likely grasp the high-impact opportunities available. In the near future, email will likely position itself within increasingly valuable consumer channels, and it will further promote products they love through improved content value and relevance.
Brands Will Become Smarter—and They’ll Utilize Data More Efficiently
Preference data and engagement, while powerful, often have mistaken and overestimated shelf-lives. Consumers require up-to-date information about brands, and companies need relevant and useful preference data to excite them. When website purchase behavior and engagement mechanics evolve, initial preference data may expire or become less useful to marketers. Transactional data, and interactional data, are available within a realm yet to reach its full potential: Email.
Mobile-First is Becoming Mobile-Always
Mobile is becoming the single-leading platform for customers, and it’s beaten the odds to become favorable for marketing emails across the world. Watch the numbers, and watch companies increase their mobile email output. Email marketing is about to gain a boon within the smartphone industry, and you should be there for it. 40% of Americans are using mobile devices to check their email. Your campaign must be optimized for the complete mobile experience.
Overall, channels are experiencing heightened integration, and email marketing is gaining presence, and websites like TheEmailExperience.org have examined an influx of “rich customer and prospective customer data” available for resource-usage. Marketers are about to harness these resources, and email is perfect for amplifying a wide array of product features, company messages and newsletters to subscribers’ social pages. Email marketing grants users the ability to market a brand specifically and effectively. Get ready to empower your email database, and become empowered by the bright future ahead.