According to Campaign Monitor, “email marketing has always been the workhorse behind e-commerce, but now email marketing has become a driving force behind content. Email marketing has also become central to mobile strategies. Reading email has been the #1 activity on smartphones for a long time, and the growing adoption of responsive email design is boosting smartphone conversion rates to make the most of this opportunity.”
So what do they think the future holds for email marketing? 10 predictions to keep in mind …
Coming of Age – Not only is email marketing the driving force behind content, it is also central to mobile strategies. Emails are the #1 activity on smartphones and now responsive designs are boosting conversation. It also gives companies a great source of data analytics.
Gmail Fix – Gmail is predicted to add style support to their mobile apps to give users a better experience.
Hyper-targeted Emails – Unique and personalized emails will increase user interaction and ensures a relevant, timely and engaging message.
Email Templates – With modular templates, it will be easier to quickly and easily edit designs without having to start from scratch and allowing for improved quality and consistency. It also allows for companies to have versions of the same template instead of each one being different and complex.
Personalization – Automated campaigns allow for more potential and increase customer experience. Automation is the most effective way to deliver personalization and relevant experience through email marketing.
End of HTML Coded Emails – Email design will become simple in 2016. Powerful drag-and-drop technology will enable marketers around the world to create professional email marketing campaigns that deliver results. Modern emails have edge-to-edge designs, filling up the screen, no matter what size, device, or inbox.
Interactive Emails – True user interactivity within email and powerful animations beyond animated GIFs, sometimes called kinetic email, allows marketers to create eye-catching and engaging campaigns that stand out in a recipient’s inbox. Not only will more readers be able to view advanced kinetic content in email, but also the capabilities kinetic offers become more relevant.
Animation – Animation and interactivity provide more opportunity for engagement, but can also improve open and click-through rates.
Email Campaigns Predict Content – Emails that have been optimized for each individual will be based upon their actions and interactions with websites and emails. Essentially, machine learning allows email marketers to not only deliver 1:1 emails to individuals emails that are personalized to that specific individual, with ease, but also to be continually learning and improving the results.
Automation and Email – Marketers will move from sending simple newsletters to segmented and personalized emails campaigns. We’ll see that more marketers will adopt behavior-triggered email and lead nurturing/scoring.