Email Marketing: Where is it Headed? Here’s What You Need to Know

Smartphones are more popular than ever, with usage skyrocketing by the minute. According to statistics, smartphone users in the U.S. will reach an unprecedented 222.9 million in 2017. With this growing number comes more people opening their emails on mobile devices. A survey conducted by Litmus Software reveals that 53-percent of emails are now opened on mobile devices, and this number is only expected to grow in the coming years.

A closer look at the state of technology and how it’s evolving gives a better idea of where email marketing is headed. Here’s what you need to know:

Emails are becoming more personalized

Yes emails are already personalized as they are today, but expect it to become even more so in the future. User-intent signals will become the focus of email personalization, which will give retailers and marketers the ability to target customers and send the right emails at the right time.

Batch emails will no longer be relevant

With practically every marketing practice going the personalization route, batch emails are only set to become a thing of the past. If you have a sizeable email list, moving from batch to personalized can seem like a daunting task. The good news is you don’t have to sift through each one to achieve personalized marketing with your emails—all you need is the right software to use. Soon, you can have software that allow you to monitor individual subscriber data and behavior.

Effective email marketing will rely on real-time data

The speed at which information travels today is mind-boggling. On the Internet, practically everything you need can come in an instant—search results, replies, sales, etc. Retailers and marketers need to start thinking about automation and gathering data in real-time to remain effective.

A savvy digital marketer may provide you better insight as to where email marketing is headed. Talk to one to learn how you can move your email marketing campaign in the right direction.

Sources:

Number of smartphone users in the United States from 2010 to 2021 (in millions)*, statista.com

The Future of Email Marketing, business2community.com