DISCOVER

Every movement begins with a moment.

5 Email Trends to Test in 2014

Posted 20 November 2013 7:00 PM by Ruth DeFeo

As one of Engauge’s newest email team members, I’ve been asked a lot of questions recently about my experience in the discipline: What have I done? What’s worked? What’s failed (miserably in some cases)? Where is email going? As you can image, some of those questions are easier to answer than others, but my favorite one to answer is “Where is email going?”

Far from being the tired old matriarch of digital advertising, email is poised to once again drive the digital approach in any marketing strategy. With the massive adoption of smartphones by consumers and the embracing of new features by providers (Yahoo! and Outlook.com, specifically), 2014 could be email’s biggest year yet. That said, here are five trends that can give your email program an edge in the coming year: 

1. Video

I know; I know. “Video in email? What is she thinking?” But before dismissing it as a crackpot, trendy idea, ask yourself a very important question: How many of your subscribers are opening emails from you on a mobile device? If you’re like most brands, that answer can be well north of 50 percent. The best part about this stat is that nearly all native email applications can show an embedded email without a problem. Even if your audience isn’t heavily mobile, video is still worth a look. According to VideoEmail, 45 to 75 percent of a business-to-consumer email list will receive an email in an application that supports full video with audio. As with anything in email, testing is key to determine if video is viable for your audience.

2. Mobile

Nielsen estimates that, as of September 2013, smartphones now account for almost two thirds of all mobile phones in the U.S. With that level of adoption, campaigns not optimized for mobile are missing out on engaging with a large portion of their target audience. The good news is that you don’t have to completely overhaul your entire email program to bring mobile into the fold. Small changes (e.g., increasing button size for easier viewing/tapping, designing mobile-friendly layouts and incorporating more live text) can pay big dividends for your email campaigns.

3. Location

Smartphone users are constantly beaming their location to satellites and GPS systems. It may be a slightly creepy thought, but harnessing that information to target promotions and deliver relevant content isn’t that far-fetched. Indeed, it’s already happening. By using app data (Foursquare check-ins for example) and even GPS locations, marketers can figure out where their customers most often visit in person. For brands with physical storefronts, serving up unique offers to customers who frequent specific locations can help build customer relationships far beyond the transaction.

4. Live Content

Imagine receiving an email that includes real-time updates on news, images, social interactions and more. It may sound futuristic, but a lot of brands are already using and testing this exact scenario. For brands with a dedicated and active social network, this type of content can prove invaluable. When you incorporate live tweets, new Facebook posts, real-time commentary and more into your communications, you give your subscribers one more way to engage with and stay connected to your brand. Plus, with all the inbox traffic your subscribers have to weed through, why not give them a better reason to seek out your emails in the inbox? 

5. Data

Data is not a new trend. The amount of data we have, however — and what we can do with it — is definitely new. According to research, 90 percent of all the data in the world has been generated in just the last two years. That’s right: in just the last two years. That stat blows my mind every time I read it. While the practice may feel a bit stalker-esque, imagine how targeted you can now make your emails. Most brands know the general area in which their customers live, how much they spend, their purchase tendencies, when they’re likely to buy, what time of day they most often open emails, Facebook posts they like, tweets they retweet — the list goes on and on — but very few actually do anything with this information. By using this data to create and deliver relevant, timely content that your audience demonstrably wants, you can give your brand a powerful competitive edge. 

As always in email, a trend’s relevancy is relative. That’s why testing is essential. What works well for one brand and its audience may fail for another. Finding ways to push brands and email programs forward takes time and effort, not to mention a proclivity to step slightly into the unknown. Fortunately for email fans and aficionados like me, 2014 looks like it’s going to be another banner year for the genre.

Share:

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.