Digital marketing does not wait for the calendar to change to evolve. New technologies, platforms, and strategies pop up at a rapid and constant pace.
But what the new year does give everyone is an opportunity to look ahead to what they can expect in the upcoming year, not to mention the resetting of budgets, offering brands the chance to grow and maneuver their marketing programs.
Learn how DEG can help you make the most of your email program.
We begin our look into the future with email trends, where marketers are both expanding the reach of the messages into other channels, while narrowing the audience each message targets. Two of our email experts detail what they foresee as the biggest email trends for 2017.
Jenn Horner, Senior Email Marketing Strategist
Marketers are ready to take the plunge into personalization, while finding ways to automate the process.
Personalization will become a bigger part of our arsenal. From versioning emails based on what we know about subscribers, dynamically populating products and content within the emails, and even personalizing the whole website experience based on who a person is and how they are interacting with your brand we’re going to see more and more of this coming into play. Marketers are ready to take the plunge based on the data available now and will be exploring solutions to automate the process more and more in 2017.
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Many of our clients have the basic building blocks of a program in place (welcome series, abandoned cart, birthday, etc.) but in 2017 we’ll re-examine those programs, find ways to optimize the performance, and personalize the experience more for our subscribers, while also reinventing their programs.
Cross-channel strategies will become a more ingrained part of our processes. Already the strategists at DEG are finding more and more opportunities to work together across the various digital channels. When we propose strategies to clients, we’re consulting with each other to make sure we’re incorporating not only channel, but overall digital best practices into each of our recommendations. In 2017 we’ll see this become a more natural part of the process.
From what we see, the indication is that marketers and brands around the country will be focusing on these three email trends. Especially personalization, as Salesforce Marketing Cloud is launching Einstein and has Predictive Intelligence for email and web. Meanwhile, many of their competitors are doing similar things. Not everyone can afford these tools, though. So while there will be marketers that take advantage of bigger budgets to use these platforms, I think there will be just as many, if not more, that find ways to accomplish similar strategies, but in a more manual process in order to prove out the value of it.
Laura Madden, Senior Email Marketing Strategist
I think remarketing is going to become more of a focus for 2017, not only for email but also from an omni-channel perspective. These triggered messages better allow marketers to reach the right people at the right time with everything from the basic abandon browse and cart messaging to more targeted messages like back-in-stock or win-back campaigns based on past purchase behavior.
And since triggered messages typically show higher performance metrics, with less ongoing attention needed from the marketing team, focusing on these types of campaigns can give you more bang for your buck. Remarketing also allows you to extend your email efforts into other channels, with display and paid social retargeting using for hyper-focused segmentation through other tools like Google and Facebook.
Check back next week on the blog as we highlight our 2017 social media trends.