Email Marketing for the future
Email has been around for the last four decades. From being the elite messaging platform to becoming the most trusted marketing tool, email has traversed many a mile to remain in people’s mind. They say that the only thing that is permanent is change itself. In order to stay in the fray, Email Marketing too went through some changes. And that is how it is going to be if Email Marketing has to stay relevant.
So what are the changes that are likely to be seen in Email Marketing?
Customer behavior can already trigger automated emails. We can expect chatbots to start doing the same. They’ll run automated workflows; send confirmation emails, abandoned cart emails, create newsletter sign ups, all personalized with data from the chat session. They would work in the same principle as Siri or Cortana.
Smartphones are now the most common devices to access emails. According to a research, the sweet spot for email length was between 50–125 words for optimal effect. With less space and minimal attention spans, we can expect email content to get shorter.
There’s going to be a whole lot more emails using contextual data, in real-time. Content will be based on different sources, for instance, Geo-location, device, weather, time, Twitter trends and stock levels. Based on real-time variables the emails will be generated at moment-of-open (not send).
More businesses choose to have integrated models that are employing Artificial Intelligence to generate lead scores automatically. The leads are rated based on their relevance to the business according to preset parameters. This is a predictive intelligence layer on the top of the marketing automation about which we will hear more later this year.
Emails are likely to retain a conversational tone it has been trying to develop over the past couple of years. Keep it real, be honest, don’t take yourself too seriously, write like you talk, ask questions that encourage your customers to respond. A casual conversational tone will help your customers better relate to you and by extension to your brand, thus, creating a personal connection.
By allowing more interactivity inside the email, it has potential to reduce barriers to engagement. It produces clickers with higher intent. The two biggest issues that still hold back adoption are technical challenges around implementation, and tracking and attribution changes. These challenges will be overcome quite soon.
Segmentation and personalization produce better-targeted emails but are often too time-consuming. At the moment this segmentation is taken care of manually by most organizations. However, a way for content to be matched with the customers automatically is being searched for a long time. With so much data and content, marketers will look to machines for content matching. One can expect these changes to come along by the end of 2017.
The heart of Email Marketing remains the same. It is about providing customer-centric experiences. While the rat race to grab the top commercial spot is still on, revisions, big and small, would keep on coming in the basic structure of Marketing practices. This is why it is important to keep up with the trends and transform your strategies around it.