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David Farrell - APR Telecom

The Econsultancy Email Marketing Census asked marketeers how they felt email marketing was going to develop over the next five years and what they would be focussing on in 2015.

Respondents were asked to identify the top three areas they or their clients really need to focus on in 2015. The results are below.

Automated campaigns were top of the list with strategy & campaign planning, list / data quality, measurement & analytics all in joint second place. Which is no real surprise, these four go hand in hand. They can save time, enhance the user experience and the results are measureable. They were then asked these questions:

Thinking ahead five years into the future, please indicate whether you agree or disagree with the following statements. When asked what the single biggest change would be in the next five years, this was one of the responses:

"I think personalisation will go beyond the content of the email. It will be about reaching the right person at the right time with the right content for the right device. We’ll move away from email campaigns being sent out in one big hit to spreading them out over days, weeks, months to create a truly personalised experience."

I do not know who made this comment, but it is like they have read my mind! People want to be treated as individuals they have an inbox full of emails and yours needs to stand out. Your email needs to be interesting and relevant to the recipient at the point when in lands in their inbox. If you get it right your open and response rates will soar.

There were other comments about mobile optimisation and again I agree that mobile optimisation will become increasingly important. Designers are taking a mobile first approach with emails now, especially consumer facing emails as mobile views are now outweighing traditional.

Read the full Econsultancy article

Talk to our Email Marketing Team

By Holly Stibbon

Tags: email marketing
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