The evolution of marketing over the past 50 years brought it from being sales led to being tech led today, and technology will continue to drive this science as it catches up with customers’ interests. People are buying differently, they are smarter and more demanding with what they’re looking for.
What’s driving the future of email? Who are the big players? What are the top strategies and technologies driving the market? These are questions everyone seems to be asking, but answers on future trends are never easy to come by.
The best way to determine the future is to look at what’s happening now, and look at where the momentum is headed. Here are three trends we spotted that will likely define the future of email marketing:
Most online marketers have been there: a co-worker comes up with a great idea for a marketing campaign, or says “This should be the subject line of the next email,” seemingly without reasoning beyond it being their personal preference. Or, conversely, you could have an idea of your own that you think would be great but would be nervous to implement without trying it on a small group first.
On August 16, Expedia Product Manager Madelynn Brown sat down with MessageGears CEO Roger Barnette for a Q&A style webinar to discuss the online travel giant’s email marketing strategy and data challenges that they face to meet continuously rising customer expectations for their interactions with brands. At very large organizations like Expedia, Madelynn’s role is critical if they’re going to be able to reach their customers with the right content at the right time. If you missed the interview, you can listen to it here. Here are some of the highlights.
Better personalization begets better marketing.
Brands and marketers have both been well aware of this fact for a long time. It’s why “personalization” has been one of the biggest marketing industry buzzwords for the better part of the last half-decade.
But what does personalization actually look like?
Email marketing is a dialogue.
A conversation between one brand and one consumer.
It is a conversation which can seem a bit one-sided at times but is a conversation nonetheless. And, in almost every case, the onus of keeping the conversation going falls squarely upon the shoulders of the brand.
But who wants to have a conversation with someone who doesn’t listen?
Last week, MessageGears CEO Roger Barnette and Co-Founder Dan Roy got on stage at the annual MarketingSherpa Summit in Las Vegas to present “Addressing the Unique Email Needs of the Enterprise Marketer” in the event’s Solutions Theater. In the session, the two made the case for why enterprise businesses need innovative technology solutions and partners to effectively communicate with their customers. The needs for the biggest email senders in the world are different than what most of the market needs.
Few things in life beat the feel-good nature of Spring. The warm weather and the sunshine make it easy to get motivated to clean house and begin new projects.
Spring is also a great time to review your marketing programs and tech stack, including your email service provider. Excellence doesn’t happen by chance, especially in today’s highly competitive and shifting digital marketplace. You may spend months planning various campaigns and programs, but if your email technology falls short, your results will suffer. You need to know how your ESP helps you succeed and whether it gives you the tools to help you succeed.
There are many terrific agencies that provide in-depth, custom ESP audits, but here are a few key indicators to get you started:
Email marketing is used to engage, re-sell, upsell, and create long-term experiences with customers. Customers are used to receiving highly individualized messages from brands they know and trust. In some cases, smaller and mid-sized businesses do this better than the…
The quest for greater personalization in email and digital marketing continues to be a hot topic (and goal) of enterprise businesses. In 2016, more than half (54%) of senior marketing executives surveyed in “Breaking Down the Barriers for Successful Enterprise Email Marketing” said that improving email personalization was their number one priority for 2017.
But just because an email, or any digital marketing content for that matter, contains personalized information doesn’t mean it will be successful. According to Himanshu Sinha, a digital marketing executive for Expedia, Inc., personalization can be a double-edged sword.