I like a flutter and can often be found on a Saturday morning trying to predict the outcome of the weekend’s football fixtures. However, I thought my time during the week might be better served in trying to predict what will be the big things in email marketing in 2013. Well it certainly won’t have such a negative impact on my bank balance!
Firstly, although 2013 will undoubtedly be challenging, as the inbox will become increasingly competitive, I do believe there is huge scope for success if you approach your emails with an enthusiasm and freshness that not only pushes the boundaries of email marketing but also challenges the norm.
1. Mobile will be king!
It is estimated that 2013 will mark the first time online access will be greater via mobile devices than the desktop or laptop. This represents a hugely significant point in email marketing’s history as we simply can no longer ignore that a hugely significant proportion of our email base will be viewing emails via their mobile devices.
This isn’t all, according to a recent study by UK Telecoms supplier O2 the average smartphone user spends over 11 minutes a day checking their email marketing messages via their mobile device.
So there is no hiding from it, the mobile is well and truly here and it will only get bigger and bigger. If you haven’t already acted upon this ongoing consumer trend then 2013 has to be the year that you finally react or risk your email programme being more and more irrelevant to an increasingly large proportion of your email base.
It could be argued that your email templates should now be designed primarily for the mobile device, and the laptop/desktop should be given secondary consideration. However, if you’re not quite ready to go that far then at the very least you must design your email templates with the mobile device very much front of mind, it can no longer be an afterthought!
2. Email personalisation will increase
We will undoubtedly see an increased focus in email personalisation as email marketers strive for new and novel ways to create inbox standout. Email personalisation will go beyond forename and surname but instead look for ways of incorporating both behavioural information and transactional data. So for example, send tailored emails based on how your email file interact with your website or your email programme. For example, if you know someone hasn’t purchased a product or service from you for a while then tailor your message accordingly (reactivation programme).
Also, consider sending emails which relate and make reference to previous purchases. For example, if you’re an electrical goods retailer and someone has just bought a TV then don’t send ongoing promotional emails about TVs, instead send them messages about your range of DVD players or perhaps your range of ipods and ipads.
3. Integration will be key
Consumers will expect more from us in 2013 and they will be expecting that the messages they receive from brands are consistent and complimentary, whatever the channel.
Email marketing must work harder in 2013 to be fully integrated with the rest of marketing, especially social media. Long gone are the days of working in channel specific marketing silos. We must strive to develop strategies and campaigns that are supported by each of your marketing channels so the consumer not only has a clear and consistent message but has a choice as to how they respond and interact with that promotion / product or service.
4. Email marketing will be sexier
Email marketers will look for new and exciting ways to create email standout. As the 2013 inbox gets busier and more competitive we will stop at (almost) nothing in our attempt to generate an open or click.
More risks will be taken by retailers and businesses as they fight for attention. Subject lines will be more adventurous as more and more email marketers experiment with symbols and language. I also think that retailers will not be afraid of using humour or oddities to generate that all important interaction with their email recipients.
I also predict that we’ll see lots of interesting developments within the content of our emails.
- Our inboxes will see an increased number of emails incorporating animated gifs – which we undoubtedly saw the return of in 2012.
- We will see more and more retailers adopting sideway scrolling emails as they strive for something new and novel.
- I also think that we’ll see more video content and live social feeds being introduced creating that sense of relevance and timing.
2013 is an exciting yet challenging time for email marketers. Creating standout as always will be high on the agenda but with increased attention paid to the rise of the mobile, more focus given to email personalisation, greater effort placed upon integrating email across all of marketing and by pushing the creative boundaries then 2013 can undoubtedly be a successful year for email marketing… and you can bet on that!