Email Marketing Predictions

Analysis of Nearly 200 Email Marketing Predictions (2019 Edition)

For the fourth year we present a meta data analysis of the predictions made for the coming year by industry experts.

This year we gathered 195 predictions and categorized them as presented in the chart below. For charting purposes, we normalize volume to 100% so we can determine which are the main areas of discussion.

The main topics of discussion this year were Content, Segmentation, Emails and ESPs, and Data Analysis.

We will discuss each category in more detail below. The link below the chart provides source information for the predictions.

2019-email-predictions

https://docs.google.com/spreadsheets/d/1H1ZaVd-vQWIAT23Mil55zdRUUH-Z9iepgr1eeZC8dh4/edit?usp=sharing

Emails and ESPs

For emails its predicted that the channel will see greater usage as the distrust for social media effectiveness continues to loom large over the events of the past year.  Emails will be more interactive for consumers and the main tool for ecommerce to engage customers and grow sales. If marketers stick to the privacy sensitivity highlighted by GDPR, email will continue to receive the respect it deserves.

For ESPs it is good to recognize the shifts in consumer demands and the segments that are focused on by marketers. Winners will be those that provide means for easy interactions with direct to consumer subscription models, the consumer desire for video consumption and tools for account-based marketing.  ESPs with CRM functionality for advanced segmentation, pre-built segments, and cross-channel communications are the order of the day.

Content

Content from brands is expected to be more authentic with a low-key tone to the verbiage. Storytelling and interactive content will keep your subscribers engaged for 2019. There is an expectation for quality over quantity and humanization of brands.

Although there will be a proliferation of video use and interactivity with emails, there is also an expectation that more plain text email will be used for communicating with customers.

Data Analysis

Marketers will need to be good data managers to be successful, but thanks to AI and predictive analytics, success is easier to obtain. Predictive analytics are becoming the keystone for predictive automation and email campaigns. Chatbots are utilizing AI and machine learning to assist in answering routine questions for website visitors and decreasing the overall sales cycle and increasing customer satisfaction.

Segmentation

AI is also making it easier for hyper segmentation and the increasing use of personalized dynamic content which has created the mantra that 2019 will be the year of Customer Experience for Email Marketing. Special care in utilizing 1st party customer data will still be needed to develop trust while delivering an excellent buying experience.

Automation

Automations will become less clunky and more natural in their flow with the help of AI. Triggered automations will increase in use and become the backbone for a more personalized experience for the individual. There is a realization that the sales funnel is non-linear and unique for each visitor, so the brand story will be built in the same manner.

Ads

Curiously there was not a single prediction that focused specifically on ads.

Security

Sensitivity to data protection and individual privacy remains high. First party data acquisition takes precedent. Respect for the subscriber’s privacy rights and control of their data will be shown by an increased use of preference centers so the subscriber has complete control. Brands will make greater use of SPF, DKIM, and DMARC to create a more harmonious email ecosystem. This will also allow for the use of branded emails in Gmail.

Social

Micro influencers and local influencers are becoming more important. Brands need to bring the social back to social to build trust. Brands must also lean in to controversy and take a stand when necessary. Augmented reality video is also expected to disrupt social media video in 2019.

Mobile

There is a continuing call to optimize the mobile experience. More mobile, more mobile, more mobile please! Mobile trumps desktop use.

Web

More brands will be using website personalization. According to a recent survey, 43% of shopper prefer a tailored shopping experience. As part of this, there will also be more bespoke landing pages to satisfy potential customers.

Voice

Voice navigation and command is becoming prevalent in many applications. Email is not immune to this trend. Its expected that voice will enter the email platform in some manner in 2019.

Conclusion

2019 appears to be the year of the individual, where if their cards are played right and they allow for the use of their personal data, they will get the shopping experience of their lifetime.

A Curated Look at 134 Email Marketing Predictions

Email Predictions for 2017

For the second year, we have collected and curated email marketing predictions. So what’s changed in 2017? Data analysis tops the chart and knocks automation out of the top 4.

The top 4 categories for 2017 are data analysis, emails and ESPs, content and segmentation. This year data analysis includes artificial intelligence and bots with nearly half (15 of 33) of the category predictions dominated by AI and bots.  The other big winners this year are email design and improved ESP platforms followed by video in content and AI-assisted segmentation/personalization.

The chart seems to indicate a significant drop in segmentation, automation and social, but the reality is that AI and bots are predicted to redistribute the workload in 2017.

We have summarized the predictions by category here.

email-predictions2

Data Analysis

Oh data, data, data, there’s so much gold in all this information that’s been piling up and waiting to be used by marketers. Beyond the astute data scientist, much of this data has remained “piled up”. Fear not, for now technology will be doing most of the heavy lift of analyzing data and putting it to work for marketers.

AI will do the analyzing for us and quickly ferret out new marketing opportunities. The agency and brand will have more time to dedicate to the creative process to address these opportunities rather than digging into the numbers.

Predictive analytics performed by AI, our new friend or enemy (depending on who you talk to) will satiate the consumer and reduce churn. Today’s overly complex automation flows could be laid out by AI without the agency or brand having to consider possible overlap. It can all be handled in the background without the need for marketer intervention. We will see many more email & marketing automation companies adding AI to their platforms in 2017.

Bots will be the future of email marketing. Chatbots will bring customer service into the realm of AI and reduce friction in the in-app experience.

Emails and ESPs

Beyond AI, the the single biggest expectation for 2017 lies around improvement in email design. The email production process will be fixed with new email creation tools that lower email development costs. Email service providers (ESPs) will vastly improve their capabilities.

Email will be full of interactivity and design will be modular. They will also be full of images, videos, quizzes, surveys and created by drag and drop. The final product will be delivered personalized and uniquely configured for each recipient. All hail Email!

Ecomm and direct buying from the email will be the focus for 2017.

Content

Video will continue to dominate as the preferred method of content consumed. Video creation is easier than ever to create and provide in a more personalized form across all the social platforms.

Messaging will be much more contextual in nature and allow for hyper-personalization. Predictive analytics will keep content relevant and help large organizations do a much better job of delivering content that converts the best at the same time as satisfying the correct information need of each consumer. No more landing pages where one size fits all.

The seamless of content across channels will continue to be the aspirational goal of marketers.

For written content the struggle will be to be believed. Fact vs fake has taken center stage and will create issues for many marketers. Brands will need to take an active stance in monitoring the media where their ads are placed as fake news continues to pose a threat to brand credibility.

Segmentation

Hyper-personalization is the goal for 2017. One to one marketing will become the new norm. No longer will just an email address be enough for marketing. Algorithms applied to behavior of subscribers will predict what they will do next.

Mobile

Truly considering mobile, will drive real-time data and location utilization. GPS based SEO will overtake keywords as mobile dominates search. Desktop will continue to fade in favor of mobile ads and web sites will transform from a novelty in B2C to a main staple for all digital advertising.

Mobile payments will come to inboxes. First-Person marketers will focus on wearable devices and marketers will catch up to mobile-first consumers.

Automation

There will be a revolution in marketing automation. Intelligent automation will begin to rise over simple personalization and drive a clearer, more personal message with full lifecycle marketing consideration with less crossover of automation streams.

SMS takes a bigger share of the marketing arsenal, but be careful and use sparingly. Yes, text have a very high engagement rate, but if consumers get overwhelmed by brands in this channel, it will become another channel of noise to be ignored.

Ads

Independent publisher will have a tough time in the era of walled garden marketing. Social will work to refine ads to the point that it will be difficult to tell ads from viral posts. And in this environment, media agencies will be held accountable for ROI like never before.

The Rise of Madtech (confluence of Marketing, Advertising and Technology) – Expect to see the continued integration of ad tech within the email and marketing automation platforms this year. AI could take the convergence deeper by making programmatic ad buying a breeze.

With the metric issues recently divulged for Facebook ads and the revelation of the Methbot ad fraud network, brands will be extra cautious in how they spend their ad dollars in 2017.

Web

Website branding will pose a major design challenge to industry in the fight between user experience and being mobile and desktop friendly.  The Cloud will be used more extensively to support large bursts of email traffic

Social

Customers will shape the conversation. Email + Socials = A match made in heaven. Social alone may not get the job done, but if you’re doing it right and capturing sign ups to your email list through Social. Social provides the research and peer approval while email will nurture your customers and ultimately convert for the win.

Security

As global cyber security attacks continue to rise, digital marketers will struggle with keeping consumer data safe and private as e-commerce and marketing automation opens new doors for crafty cyber thugs. Global privacy comes to the forefront as the EU’s General Data Protection Regulation comes nearer to its full effect date of May 2018.

List growth

Curiously, there was only one prediction about list growth and it speaks to the return to the double opt-in and the idea of quality over quantity. I’m all for quality and considering the rise in list bombing this year, I would take it one step further and include Captcha.

Summary

All predictions should be taken with a grain of salt as there is always a certain amount of self-interest and company focus involved and of course they are just that, predictions! Nonetheless, 2017 looks to be an exciting year for email and marketing automation.

About the Author:Gerald Marshall is Head of Operation at Email Industries.