2014_email_marketing
1- More and more brands and organizations will adapt email to mobile reading environments . Throughout 2013, there has been an increasing use of mobile devices and tablets as email reading environments. The need to adapt offers, designs and layouts to the new “experiential” reality of email marketing will be internalized and standardized by most brands and organizations.
2- The sophistication of email cio and cto email lists marketing programs, in its “automation” aspect, will increase . The effectiveness of email marketing programs based on trigger emails such as transactions, visits, purchase processes, etc. has been highlighted in all industry forums. Thus, we will see how the prospect of a higher ROI will make e-marketing managers invest in the implementation of this type of programs.
3- The offer of service providers will increase . The email marketing market in our country has been dominated in recent years by ESPs (Email Service Providers), companies specialized in developing and making available to marketing users platforms for sending campaigns. This scenario will be enriched by the emergence and consolidation among marketing professionals of new players with added value proposals, such as Litmus, Movable Ink or 8Seconds.
4- From open and click to conversion and ROI . Once the “ marketing ” phase of email marketing has been overcome, in 2014 its “ economic ” consideration will become more pronounced. Business managers will demand not only improvements in marketing metrics, but also knowledge of the real economic impact of email marketing on the organization. To do this, they will incorporate metrics such as Gross Profit or Lifetime Value into business indicators.
5- Deeper reporting . The statistics provided by ESPs will fall short of the “ analytical demands ” of marketing managers. It will not be enough to recognize opening rates, CTRs and conversions by campaign, but the need to establish relationships between data from very diverse sources and types (analytics, social media, POS), etc. will increase. This will improve the knowledge obtained from the impact of marketing actions on user behavior.
