The Future of Email Marketing
Remember when the “experts” said that email marketing was going the same direction as the VCR? Sometimes the “experts” are wrong, and today email marketing continues to be the most effective marketing channel available with the highest return on investment (ROI) at $38 for every $1 spent. So what’s in store for email marketing in the future? Autoresponder Max has compiled all of the research, so you’re prepared for what’s to come.
Although many popular platforms have moved towards SMS messaging, 7/10 consumers prefer email communications over direct mail, SMS, and push messages. This is true for all genders and generations! Furthermore, email is 40x better at acquiring new customers than Facebook and twitter. This is why 70% of consumers believe that email will still exist in another decade, which is more than twitter and direct mail. In fact, 46.5% of marketers believe email marketing’s ROI will be even higher by 2020.
Here are some trends you should know about:
Most marketers have moved towards automatic email, and experts believe automation will continue to increase in the coming years. Automation allows businesses to send emails at exactly the right time, allowing them to take advantage of consumer’s behavioral triggers. For example, Autoresponder Max allows you to set up emails that go out at ideal points in the consumer’s buying process. This trend has already been growing: 11x more B2B organizations are using marketing automation now than in 2011, according to Siriusdecisions. In the future, ⅔ of marketers plan on exploring even more creative uses of behavioral triggers; this means that platforms will be even more sensitive to the behaviors of individual clients, allowing personalization to grow exponentially.
More and more email marketers are stressing the importance of personalization in emails. However, experts believe that simply listing the buyer’s first name will no longer be enough. According to econsultancy, 76% of marketers believe email messages will be completely personalized within the next 5 years. This means segmentation, or dividing email campaigns based on categories like demographics, purchasing history, browsing history, etc., will become even more prevalent. Current statistics show that segmented campaigns can result in a 760% increase in revenue! Personalization will become a necessity to future successful email campaigns.
Personalization will ensure that your content is dynamic and adapts to individual customer’s specific interests. Content itself is slated to transform significantly in the next few years. Most consumers already expect beautiful, well-designed emails–easily achieved through programs with customizable templates, like Autoresponder Max. However, more and more marketing emails are including animation and GIFs. Additionally, since online videos make up 70% of consumer traffic, experts believe that it will soon be widespread in email marketing. With advanced computer programs, email marketers hope to eventually include live content in their campaigns as well.
Video and live content involve advanced computer programs that require emails to be fully integrated with other marketing channels. Some marketing experts foresee complete integration: the customer will even be able to browse and complete transactions within the email itself. To achieve this, emails first have to be completely fluid and hybrid. For example, in recent years, marketers have worked to make emails more mobile responsive. The world is becoming more mobile-centric, especially in the sphere of digital experience, with 53% of emails opened on a smartphone. Mobile-ready templates are essential, but with the introduction of smartwatches and other new devices, emails will need to be adaptable to all devices. In the specific case of smartwatches, plain text emails become the default. In the future, experts predict that the gmail app will be more receptive to all types of email formats, encouraging total integration.
With all of the personalization and integration improvements to come, the volume of emails is expected to increase dramatically. On the other hand, experts believe that the email lists of individual companies will actually shrink. Client lists will be optimized to automatically remove inactive receivers and other dead weight; instead, with a healthier email list, the company can provide better, more interactive experiences. This trimmed email list is sure to increase the deliverability of many email campaigns, allowing marketing strategies to prove more effective.
As you can see, email marketing is far from dead, and will continue growing in the future! What can you do to prepare for the upcoming changes? Sign up with a service like Autoresponder Max that already allows a high level of personalization made accessible through convenient templates and automated campaigns. We are continually improving our service to include more dynamic content and to make you more effective and close more sales. Start your free trial today!