Email Marketing: What Lies Ahead

POSTED: March 15, 2017 BY: CATEGORY:

At this time of year many of us are well and truly in execution mode and marketing strategy is often a topic that comes up around now, especially when one quarter is done and there are only three left before christmas! If you’re like most marketing managers out there you will probably have email marketing at or at least near the top of your list.

To help you tap into the full potential of email marketing for the quarters ahead, I thought I would share some of email marketing platform Campaign Monitor’s predictions for email marketing in 2017.

We are about to see a lot of changes in the world of email marketing, including new technology, more sophisticated marketing automation and better use of data to optimise email marketing campaigns.

Get a head start on the year with Campaign Monitor’s predictions for email marketing in 2017.

Data will be a stronger focus than ever

Data is a fundamental part of the success of any email marketing campaign, especially automated campaigns and this is set to continue this year. In particular, we’re going to see a trend towards customers actually expressing their preferences rather than marketers implying or inferring what customers really want.

One-click payments from email to become a reality

Soon customers are going to have the ability to make one click purchases directly from their email inbox. This will provide some fantastic opportunities for marketers to increase conversion rates as well as making the sales process easier and more convenient for customers.

Designing great looking emails will be easier

With new developments in email design, it’s likely that 2017 will see email marketing templates being created that make designing a breeze, leaving marketers to focus on creating amazing content.

 Marketing automation will take centre stage

While it’s already big business in the marketing world, email automation is going to be even bigger in 2017 according to Campaign Monitor.

With the increasing ability to refine the data we receive and segment our audiences, by the end of 2017 marketing automation is going be even more effective than it already is. It’ll also be easier to access for customers of all different shapes and sizes with pre-packaged customer journey templates becoming a feature of many email service providers.

Behavioural targeting will become more sophisticated

With the Internet of things ever expanding we can now gather customer behavioural information from a growing range of smart devices in the home and workplace. This data will be incorporated into marketing platforms, and allow marketers to segment their audiences and personalise emails like never before.

We’ll get more data about the success of our email marketing campaigns

Email marketing success is no longer about click through and open rates according to Campaign Monitor. Thanks to developments in technology in 2017 we will have the ability to determine ROI on different campaigns as well as discovering where email fits in with the rest of a brand’s marketing strategy and whether it is working to improve conversions, encourage repeat purchases and more.

Email marketing continues to go from strength to strength and it looks like 2017 is going to be a fantastic year.

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ABOUT THE AUTHOR

#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.