The digital marketing landscape is continually evolving. As a result, it’s important to keep up with the latest trends and anticipate the next big thing. Let’s take a look at the top two trends in email marketing that should be guiding our email marketing strategies in 2016: mobile and relationship marketing.
Mobile
Technology has a huge impact on how brands and audiences communicate. This is nowhere more on display than with mobile use and the Internet of Things (IoT), particularly wearable tech. We expect to see the trend toward a mobile-first approach become ever more prevalent in 2016.
What does this mean for your email marketing?
The majority of email is being read on mobile devices. As such, mobile screen sizes are increasing to meet video demands. And we’re seeing an expansion of wearable devices, such as Apple Watch & Google Glass, that let you triage your email and make quick replies.
How can you stay ahead of this trend?
Focus on adaptive content and device rendering. Subject lines, preheader text and other rendered content must be the most important parts of your campaign.
Relationship Marketing
Relationship marketing isn’t new, but we expect to see it become second nature in the realm of digital marketing. Marketers will need to engage in data-driven relationship marketing that develops their community and personalizes their outreach efforts.
What does this mean for your email marketing?
Luckily, email is one of the most potent channels for building relationships with your customers because it’s personal and direct. Therefore, it should be one of your top tools for building those life-long relationships with customers that can lead to ongoing business, free word-of-mouth and better customer data to help you generate more reliable leads.
How can you stay ahead of this trend?
Make email marketing your focus to develop relationships by consistently delivering relevant, useful content to your subscribers’ inboxes. Use segmentation to get the right message to the right audience and get personal by speaking to targeted segments specifically. Then, use email automation to send the right message at the right time. Make sure the subject line, preheader text and content of every email is targeted to the specific audience receiving each email.
Plus, you can make connections with potential new customers by using social media venues such as Facebook and Twitter. Engage with your community of customers on social media platforms to garner social word-of-mouth. And be sure to include an email signup on your social media pages. Once people have opted in, you can use your emails to build a solid mailing list of dedicated subscribers and continue to build relationships with them.
Are there other global marketing trends that you think eclipse mobile and relationship marketing? Do you have a proven strategy for garnering mobile opens or building stronger relationships with your customers? If so, please share your thoughts in the comments section below.
Learn more about Filament and how we can help you keep up with the trends.
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