Email Marketing turned 40 this year. Now what?

Email Marketing is presently the best digital marketing channel for businesses across all industries. According to a Relevancy Group study conducted with OneSpot, the channel was responsible for 20% of the average business’s revenue in 2017.

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Given the measure of revenue email generated, it’s nothing unexpected that email marketing has turned into an exceedingly advance practice. The present email marketers use personalization, strategic segmentation and content development strategies to stand out in crowded inboxes and maximize conversions.

The future of email marketing

There is no doubt that email marketing has made some amazing progress over the last 40 years. Despite the fact that the practice is highly effective and serves as a core strategy in almost all brand marketing campaigns, there’s still more advertisers can do to enhance their email correspondence with consumers.

While advertisers embrace strategies like personalization and segmentation, and incorporate value-added content beyond offers, engagement is yet an issue. Subscribers get such a significant number of promotional emails that they need a reason to engage with a brand via email long term. That implies marketers must work much harder to influence their messages to stand out from the rest of the content that lands in subscriber’s inboxes.

The most effective email advertiser adopt an agile strategy to separate themselves from competitors. That implies testing every single campaign, learning a lot, failing fast and changing course accordingly. The email marketing world is loaded with innovative ideas that hold the possibility to fuel future program development — you should simply test.

On the substance and coding front, the following real change to email will probably be the growth of interactive email experience. Intelligent email truly began to come to fruition as of late with the presentation of AMP for Gmail, which enables email clients to communicate with email content much like a site.

Interactive emails like these will allow marketers to cut through the stream of messages in the inbox, but marketers will need to ensure they have the necessary team and resources in place for email interactivity to truly take off.

It’s inspiring to see how the industry has evolved and improved since that first email blast, and I’m excited for whatever innovations are in store for the next 40 years of email marketing.

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