8 Trends Shaping the Future of Email Marketing
The future of email is so bright marketers better put on their shades. A new study from Lyris, The Future of Email, identified eight new trends in email marketing, proving that email marketers can't afford to ignore the fact that the channel remains one of the most popular marketing tools. Here are some best practices centered around those eight trends:
Trend No. 1: Mobile communications. Nielsen found that 45 percent of all mobile web use is spent checking email. This is happening on 5 billion mobile devices worldwide, a huge audience. What's more, eMarketer found that 73 percent of mobile users are interested in shopping right from their phone. Lyris advises that with the mobile web ever expanding, it's vital that you optimize all emails for mobile devices.
Trend No. 2: Social media. Everyone knows Facebook is a huge social media site, boasting 750 million active users. Incorporating email content into Facebook and social sharing will only multiply your marketing efforts via word-of-mouth.
To capitalize on the popularity and viral nature of social media, make sure your content is shareable. Content that can easily go viral includes incentives and discounts, events, product reviews, exclusive insider information, and good deeds, such as fundraisers your brand may be holding.
The report also suggests that social media be directly tied to your other marketing efforts and vice versa — e.g., use it to grow your opt-in list. You can add an opt-in button on Facebook and Twitter, while your email campaigns can have a “share to social” link.
Trend No. 3: The social inbox. Quite a few email service providers, including Yahoo, Gmail and Hotmail, have added social media feeds to users’ inboxes as well as updated filtering features to only allow emails from a person's address book to be featured in their inbox. This emphasizes how important it is to get your email address added as a contact so your message actually gets delivered.