8 Trends That Will Define the Future of Email Marketing
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Transcript of 8 Trends That Will Define the Future of Email Marketing
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8 Trends That Will Define the Future of
Email Marketing
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For our Email Marketing in 2020 report, Litmus surveyed thousands of consumers and marketers and asked 20 experts about what email marketing will look like in the year 2020.
@chadswhite @meladorri @litmusapp
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Their thought-provoking predictions touch on the subscriber experience, inbox functionality, deliverability, design and coding, the technology provider landscape, and much more.
@chadswhite @meladorri @litmusapp
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Chad White @chadswhite• Research Director at Litmus• Author of Email Marketing Rules• Written thousands of posts and
articles on email marketing• Quoted in over 100 publications,
including The New York Times, The Wall Street Journal, and USA Today
@chadswhite @meladorri @litmusapp
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@chadswhite @meladorri @litmusapp
Justine Jordan @meladorri• Email critic and popular
industry speaker• VP Marketing at Litmus• Recipient of the 2015 EEC
Email Marketing Thought Leader of the Year award
• Producer of The Email Design Conference
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Over the next 45 minutes, we’re going to discuss 8 major themes from the report:1. Channel Stability2. A Single View of the
Customer3. Hyper-personalization
@chadswhite @meladorri @litmusapp
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4. Machine Learning & Automation
5. Inbox Landscape & Functionality
6. Interactivity7. Minimalism8. Compliance & Privacy
@chadswhite @meladorri @litmusapp
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Theme #1Channel Stabil-
ityfrom Email Marketing in 2020
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Needless to say, all of our email experts predicted a bright future for the channel. And the marketers we polled were generally quite optimistic as well…
@chadswhite @meladorri @litmusapp
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Most Marketers Foresee Even Higher ROI from Email Marketing Efforts, with 46.5% anticipating higher returns and only 33.6% anticipating lower returns in 2020
@chadswhite @meladorri @litmusapp
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We considered that email marketers might be a little biased about the future of email, so we asked 1,200 US consumers, who told us…
@chadswhite @meladorri @litmusapp
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Channels with Staying Power70.0% of consumers say that email will still exist in 10 years. Consumers were less certain about the future’s of Facebook, Cable TV, and all the other channels we asked about.
@chadswhite @meladorri @litmusapp
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@chadswhite @meladorri @litmusapp
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25-24 Year Olds Are Most Bullish on Email, with 72.1% of them saying they think email will still exist in 10 years
@chadswhite @meladorri @litmusapp
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Above Average Earners Optimistic about Email, with 65.2% of consumers in households making more than $60,000 a year saying email will still exist in 10 years. These consumers were less optimistic about all other marketing channels.
@chadswhite @meladorri @litmusapp
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Given that email’s current adoption and usage rates, email marketing’s stellar return on investment, and the fact that consumers prefer email for commercial communications, continued investments in email marketing are very safe.
@chadswhite @meladorri @litmusapp
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Part of email marketing’s stability will come from it
being integrated into other channels as
organizations de-silo, leading to…
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Theme #2A Single View of the Customer
from Email Marketing in 2020
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Fully Integrated: 84% of marketers agree that email will be fully integrated with other marketing channels 5 years in the future
@chadswhite @meladorri @litmusapp
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Today, the Single Customer View is a
myth for most businesses. This will change as email is
integrated with other marketing channels
within Marketing Cloud services.
Dave ChaffeyChief Executive Officer & Co-founderSmart Insights
@chadswhite @meladorri @litmusapp
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With many brands spending the past two years focusing on data and integrations,
I predict that the next several years will focus on taking
advantage of the single view of the customer.
Cara OlsonDirector of Direct Marketing and eCRMDEG
@chadswhite @meladorri @litmusapp
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Successful organizations will break down data silos and share data from across the
enterprise, creating a consistent subscriber
experience across the entire lifecycle.
Eric StahlSenior Vice President of Product MarketingSalesforce Marketing Cloud
@chadswhite @meladorri @litmusapp
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The convergence of marketing technology
with advertising technology is taking email marketing to
another level. Email platforms will need to be able to integrate with platforms that handle the anonymous marketing data.
Chris LynchSenior Director of Product MarketingOracle Marketing Cloud
@chadswhite @meladorri @litmusapp
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In the next 5 years, email will be seen as not just a high-ROI
channel by itself but rather a platform
that integrates with and makes other channels more
successful.Loren McDonaldMarketing EvangelistSilverpop, An IBM Company
@chadswhite @meladorri @litmusapp
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While still siloed in many organizations today, in 2020, email will not only be used in
coordination with other channels, but behavioral data from email
interactions will be used to power responses in other
channels. Loren McDonaldMarketing EvangelistSilverpop, An IBM Company
@chadswhite @meladorri @litmusapp
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Having that single view of the customer will allow
marketers to send individually relevant
emails through…
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Theme #3Hyper-personal-
izationfrom Email Marketing in 2020
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Completely Personalized: 76% of marketers agree that all email communication will be completely personalized 5 years in the future
@chadswhite @meladorri @litmusapp
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By 2020, hyper-personalization in marketing will reach a
significant level, along with rules-based triggers,
assimilation of the mobile channel, and connecting data
from other channels and platforms.
Jill LeMaire RedoVice President of Digital Strategy and Insights Epsilon
@chadswhite @meladorri @litmusapp
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Email marketers will leverage data to create greater
personalization, with a single view of the customer, putting
email at the center of the convergence between the physical and digital worlds.
Eric StahlSenior Vice President of Product MarketingSalesforce Marketing Cloud
@chadswhite @meladorri @litmusapp
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Learning to drive loyalty with the use of contextual data clues—time, geo-location, weather,
events, behavior, etc.—is gold. By 2020, the ability to use these data points to inform campaigns
will become the status quo. Kristin NaragonDirector of Email SolutionsAdobe
@chadswhite @meladorri @litmusapp
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We will see broader and more extensive use of data…influenced by the Millennials’ concept that
there is no expectation of privacy. Email has not taken advantage of
the data-rich environment that other digital marketing channels
enjoy.Ryan PhelanVice President of Marketing InsightsAdestra
@chadswhite @meladorri @litmusapp
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We might not be far from achieving some of the 1-to-1 marketing that appeared in
Minority Report, but the impetus for change is going to come as
leaders in the younger generation adapt to and evolve the incumbent technology.Ryan PhelanVice President of Marketing InsightsAdestra
@chadswhite @meladorri @litmusapp
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That hyper-personalization will be so complex that marketers
will have to rely on…
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Theme #4Machine Learn-
ing & Automation
from Email Marketing in 2020
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Will machine learning, AI, and predictive software ever determine the majority of the content (subject lines, images, copy, etc.) in marketing emails? 66.1% say “Yes,” while 33.9% say “No.”
@chadswhite @meladorri @litmusapp
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Machine intelligence will manage and control the
messaging to each individual across channels, creating the truly integrated experiences
that are currently talked about a lot but rarely delivered.Tim Watson
Email Marketing ConsultantZettasphere
@chadswhite @meladorri @litmusapp
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In order to deliver a one-to-one experience, customer data and
content must be completely divorced from one another and algorithms applied that identify
which content should be delivered to which customer, and when. Morgan Stewart
Chief Executive OfficerTrendline Interactive
@chadswhite @meladorri @litmusapp
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The client-approval step will shift
toward reviewing content modules,
not full creative, and signing off on targeting models, not
customer segments. Morgan StewartChief Executive OfficerTrendline Interactive
@chadswhite @meladorri @litmusapp
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The content of broadcast email must be personalised at huge
scale. This includes subject lines, which may involve
elements of AI to write the correct subject line for each
individual in a campaign.Tim WatsonEmail Marketing ConsultantZettasphere
@chadswhite @meladorri @litmusapp
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Not only will email messages be smarter, but
inboxes will be as well, thanks to changes in
the…
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Theme #5Inbox Land-
scape & Functionality
from Email Marketing in 2020
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In the past few years, we’ve seen a number of new email
clients but the death of Mailbox is a sign of that trend reversing. Fewer email clients
means quicker testing and more time for innovation. Mark Robbins
Email DeveloperRebelmail
@chadswhite @meladorri @litmusapp
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Email readers are going to get better and better at helping
recipients manage their email by factoring in contextual information and no longer
simply displaying email by an arbitrary factor like recency.Daniel Burstein
Director of Editorial ContentMarketingSherpa
@chadswhite @meladorri @litmusapp
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Inbox concierge services will organize our messages based on
our behavior and preferences, pushing some messages to the top, some into folders, or even
acting on them then hiding them with no human interaction at all. Paul Farnell
Chief Executive Officer & Co-founderLitmus
@chadswhite @meladorri @litmusapp
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Enhanced inbox triage and productivity tools are coming to market at the same time as a greater level of sophistication
in fighting spam based on individual recipients’
preferences. Andrew BonarFounderDeliverability Ltd.
@chadswhite @meladorri @litmusapp
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Beyond further breaking down the “first in on top” inbox paradigm, inboxes
will also have much greater…
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Theme #6Interactivity
from Email Marketing in 2020
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I see interactive as a huge shift
in email development. Early analytics have shown far greater engagement from
users who receive interactive messages.Mark Robbins
Email DeveloperRebelmail
@chadswhite @meladorri @litmusapp
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Subscribers will be able to make purchases right inside a
marketing campaign, without ever leaving their inboxes.
Campaigns will offer more of an app-like experience, too, with embedded video and other
interactivity.Tom KleinVice President of MarketingMailChimp
@chadswhite @meladorri @litmusapp
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Expect the inbox to continue to morph into a more dynamic
environment mirroring the web. Think images that change based on the time of day the email is
opened, relevant video based on your preferences, and interactive
features.Simms JenkinsChief Executive OfficerBrightWave
@chadswhite @meladorri @litmusapp
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Customer interactions will happen within the email, brand app, or
device that displayed the message (like your refrigerator). You’ll make an online purchase
directly from an email by simply using your thumbprint for
authorization.Cara OlsonDirector of Direct Marketing and eCRMDEG
@chadswhite @meladorri @litmusapp
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Actually, it’s more accurate to say: Some inboxes will have more
interactivity, while other inboxes are marked by
their…
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Theme #7Minimalism
from Email Marketing in 2020
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Wearables will have emerged in a major way, heavily
underscoring the need to move to more contextual experiences.
Messaging will be short, providing immediate value—long-form content will most
likely get discarded.Jill LeMaire RedoVice President of Digital Strategy and Insights Epsilon
@chadswhite @meladorri @litmusapp
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Email will become more real time. This will not only change consumers’ medium for
consumption, but also the frequency of response, and
possibly lead to shorter and more instantly consumable message
content.Ryan PhelanVice President of Marketing InsightsAdestra
@chadswhite @meladorri @litmusapp
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By 2020, I expect the bulk of email marketing to be similar to the experience of Gmail’s
Quick Actions. The whole message will be the length of a current subject line with a call-
to-action.Dan DenneyFront-End DeveloperCode School
@chadswhite @meladorri @litmusapp
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I believe email volume is going to increase dramatically by
2020, but it won’t feel like it. Inboxes will prioritize
messages, many email interactions will be brief, and many emails won’t feel like
emails at all.Paul FarnellChief Executive Officer & Co-founderLitmus
@chadswhite @meladorri @litmusapp
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New standardized data formats will be pivotal in the next wave
of email communication: machine-to-machine
messaging. Email is the universal plumbing that connects the Internet of
Things.Paul FarnellChief Executive Officer & Co-founderLitmus
@chadswhite @meladorri @litmusapp
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Emails will be viewed more as messages, and these will display on devices that are part of the Internet of Things (IoT). Think email-message alerts on your
appliances, when you start your car, walk into your house, etc.Cara Olson
Director of Direct Marketing and eCRMDEG
@chadswhite @meladorri @litmusapp
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Given how distributed and pervasive emails will be, there will be a greater
focus on…
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Theme #8Compliance& Privacy
from Email Marketing in 2020
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Tougher Laws Ahead: 46.8% of marketers foresee stronger anti-spam laws within 5 years, while only 6.5% foresee weaker laws
@chadswhite @meladorri @litmusapp
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The Internet of Things has the potential to generate trillions of messages a day, and this tidal wave of email could be laden
with all kinds of personally identifiable information (PII),
requiring more and more security.
Len ShneyderVice President of Industry RelationsSparkPost
@chadswhite @meladorri @litmusapp
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Email’s format will become even
more portable. We will see more of it incorporated into things like smart televisions and other Internet of Things
(IoT) devices.Len ShneyderVice President of Industry RelationsSparkPost
@chadswhite @meladorri @litmusapp
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By 2020, ESPs being the authenticated senders won’t be
enough for end users. ESP customers will have to
authenticate mail themselves. Overhead and management will increase for both ESPs and their
customers.Laura AtkinsOwnerWord to the Wise
@chadswhite @meladorri @litmusapp
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We can expect users to demand the right to opt-out of many data
points that marketers take for granted. Open tracking, device
tracking, location tracking, click-through behavior, and other data may all be subject to subscriber
opt-ins and opt-outs. Andrew BonarFounderDeliverability Ltd.
@chadswhite @meladorri @litmusapp
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The result of all these changes
and improvements is that subscriber expectations
are going to rise to the point that…
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No longer will email work “just because.” Only smart,
innovative, and highly dynamic emails will drive interaction, and generic blasts will get weeded
out of the subscribers’ priorities, if not outright emotionally
junked.Simms JenkinsChief Executive OfficerBrightWave
@chadswhite @meladorri @litmusapp
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Where best practice dictates that permission,
personalization, and relevance are key to success today, in
the future those tenets will barely be
considered a minimum acceptable standard.Andrew BonarFounderDeliverability Ltd.
@chadswhite @meladorri @litmusapp
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So while email will remain an incredibly valuable
channel for brands in the years ahead, marketers
will have to…
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(1) Work harder to build trust and send relevant
emails that work everywhere that email is
read; and…
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(2) Stay flexible, curious, and collaborative because
email marketing will continue to evolve and
become more integrated with other channels and
disciplines.
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The term “email service provider” won’t make sense anymore
because these messages will span more than an email inbox. So get ready to change your title from Email Marketer to Messaging
Marketer.Cara OlsonDirector of Direct Marketing and eCRMDEG
@chadswhite @meladorri @litmusapp
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This evolution requires the email marketer to greatly expand their breadth of
responsibility and act as the main lieutenant responsible for all digital interactions.Chris Lynch
Senior Director of Product MarketingOracle Marketing Cloud
@chadswhite @meladorri @litmusapp
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To read all of their predictions, downloadEmail Marketing in 2020 for free at: litmus.com/lp/email-marketing-in-2020
@chadswhite @meladorri @litmusapp