Email marketing has been a top performing marketing channel for ten years in a row. Sixty-eight percent of companies rank email marketing as “excellent” or “good” based on the return on investment. With the best ROIs of any marketing tactic – a $38 return for every dollar spent, it’s easy to see why email is here to stay.
The reason email has been able to thrive is its ability to engage, connect and most of all, evolve.
As marketers, we have the capability and capacity to use email to get insanely personal with a bevy of options based on data we have about our subscribers. We can send hyper-targeted campaigns using dynamic content based on gender, geo-location and almost any other data point you can imagine. We’re also ushering in a whole new era of design where modern emails have edge-to-edge designs and big, bold hero banners with engaging, interactive content and clear calls to action. An era where interactivity and animation will seize subscribers’ attention in the inbox and pay it off with massive ROI.
We’ve stepped away from sending one-off campaigns and buried the mass email methodologies of marketers bygone, to embrace email automation with connected campaigns that speak to a buyer’s journey. We now have the ability to send the right message to the right person at the right time. Now it’s up to savvy marketers everywhere to make every customer touchpoint a meaningful interaction that adds value and drives results.
With all this evolution, we wanted to know what the future holds for email marketing.
We partnered with ten industry experts to get their predictions for 2016. Hold onto your seats, it’s going to be epic. The question is, are you ready?