Marketers Predict the Future ... of Email
Real-time advertising can drive customer loyalty because the customer believes the company is catering to him or her specifically. More loyal customers = higher profits.Eighty-four percent of marketers said email will be fully integrated with other marketing channels over the next five years. This creates a consistent subscriber and customer experience.
3. Email Regulation Will Become Stricter
Fifty-three percent of people surveyed believe email will be “highly automated” by 2020. However, automated emails can be associated with spam.
In the future, marketers will have to prove they are authentic. This might be a verified “check mark” (like you see on Instagram or Twitter) or a personal message on top of each email. This ensures the subscribers’ information is safe and the email can be trusted.
According to Andrew Bonar, founder of Deliverabilty Ltd., a collection of deliverability and compliance tools, permission, personalization and relevance will be considered a minimum acceptable standard for marketers sending email campaigns.
“Marketers will not only need to justify and deliver real value in exchange for permission, but will also need to justify tracking and storing subscriber data, and be able to adapt their messaging to varying degrees of visibility into engagement,” said Bonar.
Marketers need to prepare for this change, and many have accepted it as fact. Almost 47 percent of those surveyed believe anti-spam laws will be strengthened by 2020.
Although these are just some opinions of marketers, the reality is that email is changing. Email has been changing over the past 40 or so years. Marketers have already reacted to and learned new email marketing techniques, so don’t be intimidated by email of the future.