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:
It’s fair to say Nobel Prize-winning novelist Ernest Hemingway didn’t do a tremendous amount of email marketing in his time, considering he was born in the 19th century and died in 1961. He wasn’t even a marketer, moving from journalism to author and more or less mastering both during his life.
Still, his instincts for crafting effective emails may have been more honed than anyone would have thought. His “Iceberg Theory” on writing wasn’t always his most popular storytelling philosophy; its critics said it contributed to him seeming distant and uncaring for his own characters through a lack of telling their full story. But there’s a lot that the crafty email marketer can take away from it if they look closely:
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 testing 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.
Every good marketer knows that designing a successful holiday email program requires months of planning. Without the proper technology and infrastructure, though, a holiday email program won’t be successful no matter how well you plan everything else. With a little prep (and some conversations with your email service provider throughout the year), you can maximize your holiday success. Here are a few questions to ask yourself and your ESP to ensure you have a smooth season: