Blog

Innovations that will transform the future of email marketing

Email marketing is a tried and tested mode of marketing that has been here for more than two decades. It has been labeled as boring and a less responsive medium of marketing in this age of swiftly changing digital technologies, but it is still running strong.

November 30, 2015 by Talha Manzoor — Brand Manager, Amaxza Digital

By Talha Manzoor, online brand manager, Amaxza Digital

Email marketing is a tried and tested mode of marketing that has been here for more than two decades. It has been labeled as boring and a less responsive medium of marketing in this age of swiftly changing digital technologies, but it is still running strong. According to salesforce.com statistics, 82 percent of customers do open email sent to them by companies.

In the constant evolution of digital media, email marketing has stood strong and has proved to be the most reliable touch point for marketers to interact with their customers and prospects. Here are a few innovations that marketers of today think will make email marketing evolve as one of the leading marketing methods in the near future and beyond.

Fully personalized email communication

With the increased abilities of filtering information according to one's preferences, customers are becoming extremely peculiar about the content with which they engage. Due to issues that can drastically decrease the reliability of email campaigns, marketers are finding ways to personalize email content as much as possible.

This might seem to be a disdainful ambition, but the winds have already started to blow in this direction. According to an icontact.com survey, 27 percent more companies are making efforts to personalize their content than last year.

Cross-channel marketing is key

Today, more and more customers are subscribed through their email addresses. With email playing a heavy role in determining the demographics of a customer, and through the synchronization that is now possible through mobile apps and email, marketers can target a specific group of customers via their email addresses. Email is key to cross-channel marketing, which is predicted to increase.

Integrate it with marketing channels

According to 85 percent of respondents of an econsultancy.com census, email will be fully integrated with the other marketing channels within the next five years. However, marketers think that there can be more horizons in relation to integration.

What was not clearly answered was when respondents were asked if they think there could be a single platform for all kinds of marketing in the near future. Email integration, though seemingly possible, can still create databases and synchronization issues. Let's hope for the best!

The era of automation

Many of us have known about automated emails, yet many companies still fail to maximize on this opportunity. Although every rise in the automation of email campaigns will result in more email sent to your customers, resulting in more conversions, only a few are taking advantage of this capability.

Automation will not only make it easier for email marketers to work with multiple channels at one time but also save time and allow them to focus on other priorities.

Email marketing is moving toward mainstream marketing for many businesses. With all of the possibilities of email marketing, its importance is only going to grow.

About Talha Manzoor

---

None

Connect with Talha: