How can you stay on top of the ever-changing environment that is the inbox? And what about that thing called the customers’ Mind-Box?! To be honest, the future is already here, it’s just not distributed evenly. Creating this email marketing trend overview has always been a good excuse for me to show what’s already happening right now. Take a peek at what is coming up in 2018 and beyond. So let’s jump in and see what email industry today, has to say about the future of email marketing tomorrow.
The top topics for the coming 5 years are –
Data, Personalisation, Content, AI, Automation
With Personalisation taking a big leap as the #1 focus area for the upcoming year.
Hold onto your fidget spinners, because the future of email is going to be very bright. Six of the most epic white turtleneck wearing minds in email marketing and automation bring the 2018 Email Marketing Predictions courtesy of Campaign Monitor.
- The marketing funnel as we know it is dead.
There is no one-size-fits-all funnel, journey or customer experience anymore. The funnel is changing, and new marketing tactics are on the rise. Leads can enter at any stage and email marketing is a leading channel at every stage of this new funnel. Marketers must own the complete customer journey, not just think about cherry-picking touchpoints along the way.
- Email targeting will become turbocharged.
Relevance is paramount— In 2018, email marketers will increase their use of automated emails, which are central to creating better email experiences. Rather than viewing these emails unwisely as “set it and forget it” programs, we’ll treat them as “review and improve” programs, maximize their efficiency and supercharge our impact.
- The journey to 1:1 personalization is on.
Expectations have changed. In 2018, I predict email personalization will start shifting heavily towards ‘what’s next’ instead of ‘what was.’ Consumers expect everything to work like Spotify’s Discover Weekly playlist or Netflix’s Recommendation pages. Marketers struggle to deliver those specific kinds of recommendation-oriented experiences.
- Marketers will own the multi-channel experience like never before.
Until now, marketers have been focused on acquisition and loyalty, but not the rest of the lifecycle. In 2018, tools and technologies make it possible for marketers to fully tackle the complete customer lifecycle, where customers need that little bit more from the brands they love.
- A new type of combined email marketing automation is rising.
The line between marketing automation, email marketing, and CRM is set to blur as email and automation companies continue to expand their features. That is great for marketers. A new midfield of marketing technology players will emerge. Expect high-value platforms and sophistication at a better price than we are used to.
- Predictive marketing metrics will become coveted by marketers.
Machine learning and AI will predict individual and group customer lifetime value – this is called Predictive CLV. It helps to make better informed, data-driven decisions that contribute to increased revenue. Insights like: which subscribers and their attributes will be the most profitable over a specific time period, which acquisition type earns the highest ROI and which customer attributes help in driving increased lifetime value.