What were the key Email Marketing trends from 2015?

Mirlinda Xhila

Email remains one of the most important channels in terms of driving traffic and sales. Econsultancy have asked several experts for their opinions on the most significant email marketing trends from this year, se the results below:

 

[av_heading heading=’Triggers and automation’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=”][/av_heading]

The proportion of organizations assessing their automation campaigns as ‘very successful’ nearly doubled from the previous year. This could be due to marketers adopting a wider range of email triggers and seeing the return on streamlining some of their processes.

A few years ago, brands using automation were at the forefront of email & CRM strategy, but throughout 2015 we’ve seen this become the norm, to the extent that if you are not doing this you are lagging behind.

Similarly, personalization has continued to move forwards and we can expect this to flourish in 2016 (eg. dynamic content).

 

Triggers&Automation

[av_heading heading=’Personalization’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=”][/av_heading]

Some of the most important email trends in 2015 were personalization and automation, and understanding that email is one of the easiest and most effective channels to personalize.

By automating based upon a consumer’s action/inaction and providing personalized content, you can deliver a 1:1 marketing message that is unique to that particular consumer.

[av_heading heading=’Hashtag as subjectlines’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=”][/av_heading]

It has been seen a sharp rise in the use of this technique. This is no longer just a fad – subscribers use the hashtag to search for the promotion in social media instead.

This has profound implications for email measurement, as a substantial percentage of responses are being generated outside of opens/clicks as a result.

[av_heading heading=’Move to mobile first design’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=”][/av_heading]

The proportion of emails opened on mobile devices increased in 2015 and with it the adoption of some form of mobile-friendly email design, whether responsive or just mobile-first.  Email design must be suitable across devices and should be optimised for mobile. Not only does the design need to be mobile friendly so does the content.

[av_heading heading=’Subscriber trust’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=”][/av_heading]

Email marketers are demonstrating increased understanding of the importance of building subscriber trust. According to Econsultancy’s article people are more likely to provide personal data if they trust the brand, if there is a strong promise of no third-party sharing, and subscribers are provided with choice. This is really important because subscribers are more likely to provide a primary rather than a secondary email address if that trust exists.

[av_heading heading=’Evolution of data capture’ tag=’h3′ style=” size=” subheading_active=” subheading_size=’15’ padding=’10’ color=” custom_font=”][/av_heading]

There has been a notable change in the mechanisms and techniques which companies are using to drive customer sign up i.e. use of pop up boxes. This has enabled companies to continue to attract new sign ups and grow their marketing databases.

 

Econsultancy, 2015

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Sales & Marketing Coordinator at Core Relations Nordic AB

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