Email marketing can sometimes be overlooked by companies, but it can be a very profitable exercise for both B2B and B2C’s. Like most marketing activities, email is constantly evolving, so to succeed and get the all important message opened, we must consider what the next big changes are predicted to be in order to stay ahead of the game.
Here are just a few email marketing trends that are being talked about for the year ahead:
1. Big Data For Emails
Many marketers are preparing for the use of Big Data personalisation in their email campaigns. Now, email marketers have always used data to determine best email practice, hence segmentation, but Big Data can provide for an even more in-depth look at audiences, which will provide huge insights into customer behaviour. Of course, with the wealth of knowledge and the complexity of Big Data, there also comes a pretty lengthy time frame.
2.Creative Use Of Automation
Automation is a hot topic for 2017 – but we’re not just talking about sending triggered email campaigns to customers when they make a purchase. We’re talking about using automation by more innovative means. In a recent study by Econsultancy, 66% of marketers said that they planned to improve their email marketing through ‘more creative use of behavioural triggers’ in 2017.
3. Real Talk
With the emergence of social media, it is now acceptable for a brand’s dialogue with a customer to be colloquial and casual. In fact, it’s pretty much expected.
Gone are the days when you had to start with ‘Dear Sir/Madam’ and end with ‘Yours Faithfully’. Email content needs to be more casual, more chatty and strike a nerve on a personal level rather than sounding like a traditional salesman throwing it back to direct mail.