The year is coming towards an end. However, email marketing is expecting some hardworking days because of that year end. The first trend lists and forecasts concerning the future or email marketing are seeping in. We filter them on attainability and we will present you the most remarkable visions in the upcoming weeks.
That multichannel in terms of marketing will take the lead, is largely known. A good email marketing platform can cope with more than one channel as well. Next to email, the first classic additions can be detected in the text message traffic and the almost disappeared fax culture. That last one has now given way to social media. A message that, next to the email message as a reference point, has penetrated the world of communication even more looking for conversion. But it still remains a way of outgoing traffic.
Differentiation as a first step
But on the other hand, the same movement is taking place in the opposite direction nowadays. We only send the contacts in our mailing lists the information they are possibly interested in. This differentiation implied that, next to the name and email address, we had to keep track of a profile. And then again, the various email marketing platform evolved in turn. In an ultimate step more and more connections with the CRMs of companies appeared. Please note that this is no longer an exception, but it is not a common proven technology either.
CRM as a connection
However, that connection with CRM does imply a new principle. The (email) marketing platform will not only send out information, it will also absorb information. Because when a lead is created through CRM for product X, then the email platform will save this new lead for the next campaign for product X. Without having to pull tricks to update the lists. Nowadays it is no longer a future trend. Moreover, it is the offset for a new trend. The real-time nurturing of the email platform. The user we like to persuade towards conversion is online almost day and night.
The platform absorbs
If it is not via his smartphone, then it must be via Facebook or LinkedIn. Add Twitter and the smartwatch that keeps an eye on recent incoming emails. Even if the smartphone or the tablet is not in the inner pocket, then it will be in the backpack. One example, and you instantly understand where trend watchers want to go to. A contact sends a message to his friends via social media to suggest to grab a cup of coffee. The email marketing platform of the coffee chain that observes all information from social media suddenly notices.
The platform reacts
In a fraction of a second the system verifies whether the user is already a customer and simultaneously the location of the contact is compared to the directories of the establishments of the chains. A few moments later, the smartwatch notifies that an email message has come in. The message contains a coupon for a wedge of cake in exchange for one dollar, with the address of the coffee bar just around the corner. Chances are quite big that he passes by and exchanges the coupon. Which of course is sent to the email marketing platform via the cash register.
Pleasant future vision?
Science fiction? Not just limited to a lab environment anymore. Soon to be admired in the street scene. This also means that email marketing, next to the classic planned campaigns, is driven by impulse partially. Email marketers will rack their brains about the different situations that can occur and which email is most suitable as a reaction. And eventually they will – connected with these cases – prepare different templates in the email platform. Exciting? Who can think of another example?
