We live in a time when everything moves too fast, when everything is instantaneous, and when technology is regularly evolving. An era that may herald the end of Gordon Moore's law, due to the rapid pace of technological advancement. Given these changes, one begins to wonder if email marketing is not on the verge of extinction. In this blog, we'd like to share the significance of the future of email marketing with you.
What Exactly Is Email Marketing?
Direct marketing includes email marketing. It can be an excellent method of informing clients and potential clients about relevant offers, news, updates, and other details.
Customers who have purchased items from your shop or website can receive follow-up emails. You can also aim potential clients who haven't made a purchase yet but may do so in the future.
Email marketing's goal is to keep customers or subscribers up to date on their registration in the client database. It is extremely useful for launching promotional campaigns, providing valuable content, and improving user-company communication. The company creates content, data, and information to be emailed to all of the members in its database. These could be clients or subscribers who have registered on the web, for example, through a form.
What is the Future of Email?
Email security remains a top priority to combat phishing, spam and other attacks. DMARC (see our DMARC whitepaper) continues to progress and become increasingly important in the future.
The power of email is the open protocol SMTP. Unlike other direct channels, it is not based on a private company or app installation. If you have a domain name, internet connection and necessary knowledge, you can send e-mails for free without anyone's permission.
Interoperability is another advantage of SMTP. You can send your emails to any server in the world using any domain. This is an important distinction from social messaging, for example.
Why Email Marketing Is Still Important in 2023
Some business owners and marketers question whether email will still be relevant in 2023. However, research shows that the channel is still a top growth engine for businesses. Email is the number one lead generation strategy for 89% of marketers.
According to a recent Litmus study, consumers expect email marketing to be the most appropriate marketing channel in the next ten years. If you're not using email marketing, you're passing up on an important leads and sales generator tool. As a result, we strongly advise including email in your 2023 digital marketing strategy.
What Is The Future For Email Marketing?
Email marketing has a promising future! According to one study, 70% of Internet users believe that email will still be around in ten years, compared to only 60% for Twitter. This medium has always been able to adapt to change and reinvent itself in response to changes in usage, such as increasing user mobility. All indications are that in the coming years, email marketing will go even further in personalization, delivering the right message, to the right person, at the right time.
Email marketing is still alive and well, and it has a bright future. This is likely to become even more important over time, especially considering how simple and inexpensive it is to incorporate.
Furthermore, the goal of email marketing is to make your business profitable, not to send emails. To avoid sending unnecessary messages, ensure that everything you send creates genuine leads and sales.
There is no better time to begin concentrating your focus on the uptrend in email marketing, because as this uptrend keeps going, you'll want to ensure your brand stays ahead of the competition.
Professional messaging will be improved.
Smart rankings are beginning to appear in inboxes. Nonetheless, it is not uncommon for important messages to be lost in the shuffle. It is difficult to imagine that this chaos will still exist in a few years after the king algorithm. Thanks to geolocation and machine learning, emailings will soon be automatically - and intelligently! - organized as desired by the user based on the moment and situation (day, time, place, etc.).
We also believe that the user experience will be similar to that provided by applications today, with a wide range of possible interactions available without requiring the user to leave his mailbox.
The email address is central to a multi-channel synergy.
The customer journey will be increasingly understood as a whole, as a coherent whole, and marketing's challenge will be to push the right message, at the right time, on the right channel. Email addresses will have even more value in this context because they will be used not only for email campaigns but also for retargeting campaigns based on Facebook Custom Audiences or Google's Customer Match.
Email marketing is becoming increasingly personalized.
In the next five years, 76% of marketers anticipate increased personalization of marketing emails. Indeed, for the time being, email marketing personalization is limited to title, surname, and first name, as well as the name of the company, whereas other digital channels make greater use of the data available. As a result, significant progress is possible!
Profitability is constantly increasing.
Email marketing is one of the most effective ways to generate high-quality leads quickly, and it's not going away! According to a 2015 survey of 448 marketing professionals, the ROI of email marketing will be higher in 2020 for 46.5% of respondents than in 2015. At Espace Direct, we believe in the bright future of email marketing and do everything we can to maintain its high performance campaign after campaign. Discover our customers' experiences!
Automation is entering a new era.
Marketing automation today employs relatively simple scenarios with a limited number of messages. Artificial intelligence will allow more specific messages to be sent to different targets based on their behavior in the future.
Most email marketing campaigns today use 4 to 6 distinct segments, but tomorrow, marketers will be able to create much finer segments, defined by the recipients' behaviors and profiles, with the help of platforms.
Multi-device playback will be prioritized.
Message openings on mobile now outnumber those on desktop. Email design has changed: messages are shorter, email CTAs are always more impactful, and responsive design is essential.
However, the mobile phone is not the be-all and end-all of digital media. With the advancement of the Internet of Things, recipients will be able to read your messages on their watch, television, and possibly even their refrigerator! Any object can be connected and thus provide reading support. As a result, email marketing will need to adapt to these new devices.
Why Does E-mail Marketing Still Have a Future?
Even today, e-mail marketing suffers from negative press. Consumers are not all happy about the invasion of these advertising messages in their mailboxes or SMS messages. This can be perceived as an invasion of their privacy at times, and the association with spam is almost always present... Nonetheless, e-mail remains the preferred communication channel for both businesses and consumers.
Indeed, as time passes, e-mailing remains the most popular marketing tool. Because of its constant evolution and profitability, it is used for commercial purposes by 82% of companies, and 83% of B2B professionals still send newsletters.
Always strive for greater precision.
While e-mail marketing has long been associated with spam, the distinction between the two is becoming increasingly clear. Marketers have realized that invading their contacts' mailboxes is no longer effective, and that what works today is the individual approach: personalization. We also mentioned that 12.3% of e-mail subject lines sent by brands during the holiday season were personalized.
It is thus very impressive to see how e-mail usage has evolved over the last 10-15 years. It was revolutionary at the time because we used it to send mass e-mails. We've noticed that our customers are increasingly focused on sending relevant and personalized campaigns. It benefits their image, their business, and the loyalty of their recipients, the consumers. Another type of marketing revolution in and of itself.
SMS enables for the transmission of important notifications pertaining to the customer, his account, his orders, and so on. As a result, it has a practical aspect, such as confirming a hairdresser appointment. And, with an average reception rate of around 95%, we know the messages are well received!
Social Media and Email Marketing: Friends or Foes?
We've heard a lot about the end of e-mailing and its replacement by social networks since the rise of social media in marketing strategies. However, a few years later, we see that e-mail is still the most widely used marketing tool, and that its effectiveness in terms of conversions far outweighs that of the big Twitter and Facebook.
Their pairing, on the other hand, has never been quite well comprehended by marketing professionals: today, you can subscribe to a firm's newsletter from its Facebook page using a button, and vise - versa.
You can also include social network sharing buttons within an email. Marketers frequently use e-mail as a true vector of community and social media to expand their contact lists.
In fact, I would say that social networks are a lifesaver for e-mailing: they give it a more relational approach and assist in personalizing marketing strategies. Great, right?
Artificial Intelligence and Email Marketing
In the coming years, the amount of information we can gather and store will effortlessly double. Because you will be able to identify the smallest detail that will contribute to making the Internet user really want to believe you and therefore encourage him to consume your products, this data will allow you to anticipate your customers' needs and as such provide them with the finest content at the best time.
Furthermore, AI will play a significant role in the coming years. Indeed, artificial intelligence is in full development, and when combined with collected information, the AIs are learning on a regular basis. They are no longer regarded as machines, but as people with whom we can even engage in conversation. Email automation and the evolution of AI will make it simpler for you to meet the various needs of your clients because AI will be able to anticipate future customer desires by analyzing consumer behaviors.
For example, if you purchased a pair of Nike Air Jordan shoes on Amazon, and your previous purchases for the same type of item date back 4 months, the AI will be able to to provide you an email with the relevant content at the appropriate time. Because the AI knows that you change shoe pairs every 4 months, you will be sent an email with a promotion for a new pair of shoes or complementary products in the months after the purchase of your product. As a result, AI and email marketing are very likely to be the big trends in the coming years.
A Bright Future
Email is also one of the most popular channels for marketing decision-makers right now. Why? Because it appeals to both B2B and B2C customers and is relatively simple to set up technologically. Finally, if you email, don't stop, and if you don't, you should start right away.
