Description: Email marketing is an important marketing technique used extensively. In this article, we cover what the future of the technique looks like other platforms like social media take over.
Email marketing evokes the feeling of nostalgia in many seasoned marketers. A while back when social media wasn’t reliable for marketing purposes and SEO was gradually growing, email marketing was used extensively to drive traffic to the website, generate online sales, and get relevant leads.
Over the years as other platforms have grown, the space email marketing occupied has gone down. This is partly due to the development of email compared to other platforms. Social media has developed and improved to the point that it no longer resembles what it was launched as. Email, on the other hand, is largely the same as it was during its inception.
This has led to email marketing being shifted to the backburner. The lack of talk around email marketing has even led some marketers to believe that the technique is not relevant anymore.
This is where many marketers get it completely wrong.
Email marketing continues to be a very effective technique. Going by pure numbers, email marketing is as effective, if not more, than the likes of social media marketing.
At this point, it is important to discuss what the future holds for a technique like email marketing.
In this article, we will discuss the same.
Audio search has been at the forefront of making voice a key part of modern digital devices. Home speakers and assistants have helped make voice commands more mainstream.
The next step for email marketing will also be to integrate audio. Audio-enabled email would change the way people look at email marketing. Reading an email and listening to it are two very different things. Copywriters writing content for such emails would have to change their approach and create content which would actually work in an audio setting.
Big Data for Audience Segmentation
Many businesses that use email marketing have a long list of recepients they have accumulated. Sending each recipient the same email represents a lack of insight into the target audience and marketing in general.
An email list should be segmented into different categories based on their core attributes. This helps email marketers create a separate email for each segment of their audience. Big data can help break the audience down into smaller segments having similar attributes.
Lastly, emails can no longer be sent with the belief that people will be reading them on desktops and laptops. People use mobile for all kinds of digital interactions, from a simple text message to an email.
Thus, email marketing in the future, and even now, can only be a successful technique if mobile-friendly emails are made a top priority.
Email marketing is one of the oldest forms of digital marketing. In recent years, with the advent of social media and the ubiquity of search, email marketing has become less talked about. However, its importance is conveyed by its sheer numbers In this article, we covered some changes one can expect in email marketing.