After asking around 20 professionals in the sector, marketers and email consumers, Litmus has projected in this report the conclusions that lead us to think about what email marketing will be like in a few years.
One of the most conclusive and most promising conclusions, according vietnam mobile phone number list to consumers, is that they consider email to be the channel with the best chances of remaining in force over the years. More than Facebook, cable television, Twitter... and other channels that are very popular today. What does this statement lead us to think? That email, step by step and in a very discreet way, has earned a place that, at least for now, is irreplaceable. In fact, expectations lead us to be even more optimistic and to think that in 2020 email marketing will be even stronger and more rooted than it is today.
According to Ryan Phelan, Vice President of Marketing at Adestra, email marketing will evolve faster in the coming years than it has ever done in history. Email will become, and is in fact becoming, an increasingly faster channel. This will lead to it being used more and more for quick and instant objectives.
And not only is it becoming a fast channel, but email marketing is also increasingly focused on connecting with each consumer on an individual level ( one-to-one marketing ). Email marketing is based on the user's consent to allow contact. Once that permission is obtained, the data that can be obtained from that interaction allows for greater personalization . And over time, that personalization will become more pronounced as email will increasingly take advantage of interactions that take place on the Internet, locations, in short, data on user behavior, in order to offer them the right messages at the right times.
“30-40% of users and professionals surveyed believe that in 5 years email marketing will be fully personalized and integrated with other channels.”
We already know that automation is an element that has acquired a decisive relevance in this digital channel (and, in fact, in all digital channels). However, we are talking about an automation that, for now, is still very basic. That will necessarily have to change over time. Personalization itself will require that this automation be very complex and worked on to offer the user a satisfactory experience. According to Tim Watson, email marketing consultant at Zettasphere, in a few years artificial intelligence will be able to control the messages that will be sent to each of the users through the different channels, creating a truly personalized experience. Until now, automation has been based on timings, on delivering a specific message at a specific time (for example, sending confirmation of a purchase right after making the transaction). The change in automation in the coming years must also focus on content. The content of emails must be personalized on a large scale with the same intelligence as in triggered emails.
“46.5% of users and professionals surveyed believe that the return on investment (ROI) of email marketing will be higher than it is now.”
Loren McDonald, Marketing Specialist at Silverpop, says that in the next 5 years email marketing will have the highest ROI among digital channels. And not only that, email marketing will be the best channel that integrates with others and at the same time, the one that makes the other channel more successful. A clear example of this is the fact that, for example, both Facebook and Google need the email account to obtain information about the user. Email is the digital identification of users and the preferred channel for users to receive commercial communications . Therefore, it is not only becoming a powerful channel in terms of one-to-one marketing but also because of the information it provides to other channels to enhance their actions.
In short, email marketing is constantly changing. These changes force marketers to always be reacting and adapting to new situations that arise in order to offer quality email marketing that lives up to users' expectations. Until now, good email practices, such as the use of responsive design , user permission, personalization and automation, have been elements that added value to email marketing campaigns. However, in the very near future these aspects will be considered basic and indispensable for the good use of this channel.
