Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Strategy

3 big trends in email marketing that you need to keep an eye on!

Email Marketing is a beautiful crossing between technology and marketing. This implies that email marketing is always moving. The emails we sent out ten years ago are ugly ducklings in comparison to all the beauty that an average email marketing platform delivers today.
email_trends
And yet, the evolution never stops. That we noticed a lot in recent weeks when ransacking the many predictions of trend watchers. We highlight three mega trends, specific to our field. An evolution that you should certainly keep in mind!

1 Mobile is already booming, but will soon be predominant

Statistics already show it. More and more email messages are being opened on iDevices. It of course depends on the target audience that you’re marketing, but mobile email clients aren’t in the majority – yet. Every source has somewhat different opinions, but the overall trend is clear: within a year mobile will dominate as a reader of email messages. Numbers suggest over 80 percent.

There is also a second trend. The newest webbased email clients will behave as a mobile reader in the future. And that is an extra argument to put your eggs in the “fluid design” basket for your emails. Also keep in mind that the interaction after reading your email will be in a mobile environment. That also has an impact on the size of your call to action for example.

2 The inbox is evolving as well

The inbox isn’t actually limited to one device anymore. An email that is read on an iDevice, is viewed a second time on the desktop and who knows, there could also follo a third reaction in the web-based client. And an interaction with the message inbox is already possible. In the future you have to take into account that your email needs to be adapted and compatible across all devices. An e-mail intended for an email client is answered from a texting area. It will take some getting used to.

On top of that, the inbox is becoming more and more intelligent. Google pioneered like no other with Gmail. Email messages are now sorted by relevance by assigning them to a priority or promotion tab. Or, based on the contents of the incoming email, advertising is displayed. Trend watchers predict that on all platforms and in all mail clients, inboxes will become intelligent. Want an example?

You send an email with a last-minute offer to the Costa Del Sol. The inbox suddenly digs up offers from your competitors, to present them alongside your message. Something to take into account. But we also read something about an intelligent inbox that knows you usually order X product after receiving email A. So the email client will already suggest a standard response proposal. You only need to click send. We can already start dreaming of awesome conversion rates.

3 Customers’ expectations become leading through automation

An email that completely meets the expectations of your contact will automatically get more response. That’s logical. Only we do not use that enough. Because generally email marketing platforms today are still stand-alone applications that need to be fed with lists. More advanced platforms already provide connections with standard CRM packages, but this will become more and more important.

In the future those systems will be linked to each other by default, along with the sales systems of the company’s e-marketer. And every email that will be sent out will automatically be calibrated to target the contact. And since all inboxes are linked, an integrated system has soon an additional element, the location where your contact is at that moment. This will have incredible value to sales, not just in terms of adjusting the offer, but also for the timing of the offer. In the future, such information will certainly be integrated in the opt-in form!

Additionally sales will know exactly who has read which email when. Because if a message is relevant, it will be read. And if a message is read, the ISP who has delivered it will get a green flag. The more green flags you collect, the more likely it is that you can directly go to the priority inbox. It is certainly a trend to keep in mind. The sooner you have a link, the harder you’re ahead of the competition!

Jan 9, 2015Ann Flipkens
Previous story5 ideas to steal from TelenetNext story5 elements that you should drop from your email marketing strategy for 2015
Home 3 big trends in email marketing that you need to keep an eye on!
8 years ago Strategy364
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Cases, Content, context, E-commerce, Inspiration!

The tourism industry: A ray of sunshine in your mailbox

Endless white beaches, ancient architecture and beautiful settings.The tourism industry has everything it takes to make its customers long for vacation using just one image. unfortunately images alone won’t be enough to convince the customers to choose your travel agency. You have to entice them to take that final step and trust you to take care […]

Strategy

7 strategies to soften a blooper

Email marketing is a quick tool. Quick sometimes means a little too fast. And even if you have a good check in place, it’s easy to miss a mistake when clicking on the send button. Sep 12, 2014Michelle Dassen

Cases, Email marketing, Inspiration!, Tips, Trends

From offline to online customer communication in 8 simple steps

Almost every offline store has a loyalty card. If you’re not so sure, just ask a lady’s wallet. The prestigious “Le Bon Marché” in Paris also offers one. Entirely offline. But with the first welcome email they’re already working on getting their customers active online as well. Aug 28, 2015Ann Flipkens

How to start with email marketing

10 elements of a great welcome message

Email marketing is the ideal instrument to send timely messages. And that without even moving a finger. If you have a working connection between the dates of your database and your email marketing platform, you can automatically go for a conversion. Jun 6, 2014Michelle Dassen

Cases, Inspiration!, Tips, Trends

An email message in the shape of a coloured coat stand!

Often email messages in a B2B environment are set up quite seriously. Freely translated you can just as well say boring. Today we put up an example that does not meet the stereotype, to the contrary even. Trello is a web based software to share and assign the necessary to do lists in your own […]

Don’t wait too long

Email marketing can also support the online shop of your company. And that goes a lot further than promotions to announce new products. Dec 19, 2012Thomas Vangelooven

Content, Email marketing, Inspiration!, Tips

12 content elements to use in your email marketing plan

A great email marketing message or blog post does not arise by chance. It does however, by good planning and a wide variety of content. But in addition to content, the shape is also important. Content can be presented in many ways. We are happy to inspire your email marketing calendar with this may be […]

Cases, Design, Email marketing, How to start with email marketing, Inspiration!, Seasonal mailings, Tips

7 tips for a perfect online Christmas card

The cold winter weather is back in our country, the days grow shorter and the Christmas lights will soon be taken out of their boxes. Before you know it, the holidays are just around the corner. This also means that the time of year has come to send out Christmas cards. Nov 30, 2015Alessia Cucciarre

Most Viewed
2,092

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,540

10 tips to integrate a promo code in your email marketing

1,468

An integrated offline and online communication at Nespresso

1,353

Bloopers you can avoid

1,207

Was this useful?

1,170

11 ideas to improve your opt-in form

1,072

The future of email marketing (II)

1,063

10 elements of a great welcome message

2018 © Flexmail