Email will not be the same as you have been looking at it till now. With the changing technology & the changing behavior, we will see lot of new things coming up in 2014. So how will you drive your email marketing strategy this year? Let’s take a look.
Segment of One
The email marketing in 2014 will be heavily driven by the individualization we can bring in to the content. The individualization will not be limited to the static demographic data. It will be a much more complex system which will derive data from demographics, transactions, web behavior, etc. The old rule used for segmentation will go away. The new era has begun, where no one is alike & everyone will fall is completely different segment.
The content needs to be personalized to everyone based on not only the demographics, behavior, etc. but also the data which is not available while sending an email, viz. location where email was opened, time when email is opened, device used to open an email, etc. Gathering live data & personalization based on this live data will be very important. As people will be travelling more than today & will have more than single device.
Creativity – Images, Music, Video & More
We email clients like Gmail caching the content, there is now no limitation on the creativity used in the content. Initially Marketers used to send low quality creative so that they load faster. Now with caching, high quality creative can also be loaded in a fraction of a second. In addition, creativity will not be limited to the images. Much more involving content like music, videos, etc. will play a very important role in email marketing.
Live Social Angle to Email Marketing
Email we no longer be a boring static medium of communication. It will now be possible to see live feeds from Facebook, Twitter, etc. You can see which of your friends opened or clicked on the emails. You can also share the emails with your friends on social networks. This will also open up a new angle to email marketing which will be more fun to interact with.
Email has this awesome property to be personalized based on who is seeing it. This allows us send unique content to their inbox. More we can analyse the data, better we can understand the behavior & hence we can communicate with people in much better way. With so much of data being generated every day, analytics will play an important role in email marketing.
Predictive Email Marketing
Gone are the days of email broadcasting. Today you have to predict what your clients want. And prediction will not be done at the group level, but at the individual level. We will see lot of tools coming up who will predict what a person is going to buy, even before that person knows it. This will really help email marketing to be more relevant.
Email marketing will be used in conjunction with many other channels in 2014. A single tool which will support many channels of marketing will be very important. The data from various channels will be used to support email marketing & vice versa.
Single view of customer
With so many ways to interact with the brand, having a single view of every customer will be very important. This will help marketers to understand what their customers do at various other places & take quick decisions to keep them happy.
Most of the companies take only email ids to make the checkout process faster. This creates a lot of problem when we have to communicate with them. Lot of tools will come out which will help marketers understand their customers much more than what data they have. Marketers will try to find out about their customers from other data sources.
Emails will be read on Mobile devices, more than the desktop. Additionally it will be opened on any size of mobile & in any mobile client. So the email sent has to be intelligent enough to be responsive & readable on mobile.
All this will make email marketing much more interesting & relevant for the Marketers & even the recipients.
[Guest Article Contributed by Vinny Abhishek of Kenscio team]