Email Marketing Trends 2018

Email Marketing Trends 2018

16 Email marketing experts give their views and examples of the future of e-mail marketing Author: Kim Greenop-Gadsby

Part of the Email Marketing and Marketing Automation Toolkit

ONE. Increased Regulations

TWO. Email Rendering

THREE. Device Friendly

FOUR. Intelligent FIVE. Sophisticated SIX. Subject Line

Personalization

Segmentation

Effectiveness

Email Marketing Trends 2018

16 Email marketing experts give their views and examples of the future of e-mail marketing

Contents

Foreword: From Pure360........................................................................ 3 Introduction: Email marketing: still worth taking seriously................ 5

How is this guide structured?.................................................................................................5 A Big `Thank you' to our contributors.....................................................................................6 About the Author....................................................................................................................7

TREND ONE: Increased Regulation....................................................... 8 TREND TWO: Email Rendering............................................................ 11 TREND THREE: Device Friendly.......................................................... 17 TREND FOUR: Intelligent Personalization.......................................... 18 TREND FIVE: Sophisticated segmentation......................................... 23 TREND SIX: Subject Line Effectiveness............................................. 24 TREND SEVEN: Writing for Emails...................................................... 35 TREND EIGHT: Deliverability................................................................ 43 TREND NINE: Code like it's 2018......................................................... 45 TREND TEN: Marketing Automation.................................................... 49

Email Marketing Trends 2018

!? Smart Insights (Marketing Intelligence) Limited. Please go to to feedback or access our other guides.

SEVEN.

Writing for Emails

EIGHT. Deliverability

NINE. Code like it's 2018

TEN. Marketing Automation

ONE. Increased Regulations

TWO. Email Rendering

THREE. Device Friendly

FOUR. Intelligent FIVE. Sophisticated SIX. Subject Line

Personalization

Segmentation

Effectiveness

Foreword

From Pure360

As 2017 draws to a close, we start to reflect on which channels worked the hardest for us. As marketers, this helps guide where we focus our efforts in the year to come.

Drilling down into your own data, and analysing it as a team, can help you get to grips with what you need to refine in 2018. But, sometimes, you need to take a breather from all that analysis, and get some fresh perspectives.

In this email marketing trends guide, you can get just that. Unique insights from some of the UK's leading industry experts. Experienced views that will help you refocus your strategy and kick-start your planning.

So, why is the focus of this guide email marketing and not the wider marketing mix? Put simply, its because in most cases email delivers the best ROI of any marketing channel.

And yet, it is one of the channels we often neglect.

Email is a tried-and-tested channel, that some marketers may find a little unsexy. Some mistakenly - consider it too mature and fear it is no longer able to cut through the noise.

But, this couldn't be further from the truth. Despite being such a well-known channel, email is an untapped resource for many businesses.

Email is at the core of customer experience, customer lifecycle management, and omnichannel personalisation.

Many businesses rely on email to respond to customer behaviour. But, not many have started using email to predict - and shape - how customers behave.

And yet, the technology to do just this exists - and is way more accessible than many imagine.

With the right technology in place, email is a powerful behavioural marketing tool that can totally alter the relationship a brand has with consumers. Personalized recommendations and other automations can a turn a customers fleeting flirtation with a brand, to a lucrative, long-term buying pattern.

Developments in machine learning have made email a more powerful tool than ever before. This technology has allowed us to lift the lid on consumer behaviour. The data we have gives us the power to predict and influence what the customer does next.

The creative, nuanced, and personalised journeys we are able to create as a result take customer experience to the next level. With email at the core, we're able to strengthen the bond between the brand and the customer at every available touchpoint.

The impact this has on revenue is game changing. Email is alive and kicking in 2018.

Expect to see successful brands implementing:

?? easy-to-understand consent confirmation campaigns

?? innovations in email rendering and email features

?? device friendly emails

?? intelligent personalization

?? sophisticated segmentation

?? more effective subject lines

SEVEN.

Writing for Emails

EIGHT. Deliverability

NINE. Code like it's 2018

TEN. Marketing Automation

Email Marketing Trends 2018

3

!? Smart Insights (Marketing Intelligence) Limited. Please go to to feedback or access our other guides.

ONE. Increased Regulations

TWO. Email Rendering

THREE. Device Friendly

FOUR. Intelligent FIVE. Sophisticated SIX. Subject Line

Personalization

Segmentation

?? better customer experiences ?? advances in the way emails are coded

The brands who do this well - and take advantage of email in the year to come - will be the ones who put the basics in place first. So, before you jump on these trends, test and learn from the cohorts who are opening and clicking. Understand why others aren't. Embed an agile approach into everything you do. Don't stop experimenting, analysing, and enhancing. To set your intentions--and excel with email in 2018--read on to learn from those who know the channel inside out.

About Pure360 ? the report sponsors

Pure360 is a marketing technology company that provides behavioural targeting and personalisation tools to help retail and travel companies make more money from their eCommerce websites. We offer a powerful, data-driven marketing automation suite and an industry-leading email maturity model. Everything we do is focused on accelerating customer results across email, mobile, web, and social. We deliver best in class results for over 1,400 customers including Tetley, innocent, Park Holidays, Blue Bay, Ultimo and Financial Times. Our maturity model is delivered through our best practice framework and account managers. It is proven to take brands through a marketing maturity journey; helping them to improve customer lifetime value, enhance their customer experiences, and drive deeper brand engagement. With the Pure360 Marketing Suite eCommerce marketers are fully equipped to: ?? Easily build stunning and responsive campaigns with a cutting edge Drag & Drop Editor ?? Deliver multi-channel dynamic email and SMS campaigns ?? Increase revenue and recapture lost revenue with the PureTargeting module ?? Deliver intelligent real time personalised content ?? Accelerate results by integrating with third party systems including Faststats, Magento,

Salesforce and more ?? Grow databases with competitions through social media with the PurePromotions module ?? Gain a 360 view of their customer with the PureIntelligence module

The Pure360 team is focused on delivering what really matters: results. We are committed to putting marketers' success at the heart of everything we do. In doing so, we help marketers to put their customers at the heart of their digital marketing. Pure360. Improving results together. Be part of the journey. Komal Helyer, Marketing Director, Pure360 LinkedIn | Twitter

Effectiveness

SEVEN.

Writing for Emails

EIGHT. Deliverability

NINE. Code like it's 2018

TEN. Marketing Automation

Email Marketing Trends 2018

4

!? Smart Insights (Marketing Intelligence) Limited. Please go to to feedback or access our other guides.

ONE. Increased Regulations

TWO. Email Rendering

Introduction

Email marketing: still worth taking seriously

The aim of this guide is to showcase some of the latest Email marketing and marketing automation techniques deployed by brands to engage their subscribers and develop purchase intent. It pays to keep up-to-date with the latest approaches to email marketing techniques given its importance to all types of business.

In 2018, Email Marketing is one the most effective techniques for digital marketers, so keeping up-to-date with the latest trends in the industry is super important. Our recent research on the State of Email marketing in 2017 with partners GetResponse showed that marketers rate email marketing one of the most effective digital media channels

THREE. Device Friendly

FOUR. Intelligent FIVE. Sophisticated SIX. Subject Line

Personalization

Segmentation

Effectiveness

SEVEN.

Writing for Emails

EIGHT. Deliverability

NINE. Code like it's 2018

Email competes with organic and paid search amongst the main channels driving orders. Email marketing delivers far higher volumes than PPC (9%) or display (8%).

Given the ongoing importance of Email marketing for customer acquisition and retention in most organisations, understanding and testing the latest email options and techniques we cover in this guide is essential for businesses to stay engaging and competitive `in the inbox'.

But, we should also take care to get the fundamentals right. Strategy is very important, but if you don't have a solid foundation of email techniques and best practices, there is very little point in having a strategy.

How is this guide structured?

We selected some of the key success factors in email marketing as we see them, and then asked email marketing specialists to give examples of these and other trends. We have 10 trends in total, varying from "Increased Regulation" to "Code like it's 2018". Our contributors have been a big help in creating this guide. Thank you to them! There are some fresh-faced specialists who normally work behind the scenes and keep their secrets well guarded. A rather eclectic mix this year ? we hope you gain valuable insight.

Recommended resources for Smart Insights Premium members rr GDPR briefing

rr Email Marketing Strategy Guide

Email Marketing Trends 2018

5

!? Smart Insights (Marketing Intelligence) Limited. Please go to to feedback or access our other guides.

TEN. Marketing Automation

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download