![]() ![]() Since it’s one of the most measurable channels, email will remain central to this effort, as marketers try to get a 360-degree view of their customers and campaigns.Īnd this is likely to continue beyond 2017. To achieve this, marketers need to pay attention to the entire customer journey and understand its impact. The alignment between marketing campaigns and business results will be more important than ever as marketers look to see which activities are generating more ROI. In 2017, marketers will look past opens and clicks and focus on concrete results, like conversions and revenue. ![]() Web tracking, data integrations and automation all make it possible to deliver emails tailored to individual subscribers at scale, helping marketers avoid the dreaded trash bin. There’s no excuse not to know what your subscribers are interested in 2017. Plus, consumers are smart - they know immediately which emails to delete. With 76 percent of marketers thinking all email mailings will be fully personalized in the next five years, according to Econsultancy, it’s clear the blast days are numbered. They’ve been frowned upon for a while, but in 2017, they’ll finally make their way toward the history books. It always surprises me when I receive a mass email blast in my inbox that’s completely irrelevant to my interests. Brands will ditch the email blasts (finally) With more and more integrated solutions, this trend will only continue in 2017. There are nearly 11 times more B2B organizations using marketing automation now compared with five years ago, according to SiriusDecisions. It’s crucial for marketers to adopt integrated solutions that not only save time but also allow them to organize all marketing activity under one umbrella.Ī comprehensive technology stack lets marketers understand how their prospects are engaging with the brand across channels, providing critical data that informs how and when to communicate. With the increased demands of consumers, marketers need to see a full picture of audience behavior. Integrated solutions will power more effective campaigns It will take some experimenting to get it right, but you can definitely expect to see more of it in the year ahead. It lets marketers get to know their prospects better and track their behavior, which provides data that helps move potential buyers down the sales funnel. Email will behave more like an actual website in the inbox, removing steps that lead to conversion. Interactive email means adding things like tabbed menus, collapsible content, image carousels, rollovers and reveals - you name it. Simple name personalization and catchy subject lines won’t cut it anymore customers want more from email marketers. You’ll start seeing interactive email everywhere Marketers always need to look ahead and be prepared for what’s to come, so here are four things you need to know now to win the inbox next year. But anyone in the marketing game knows that things move fast: Your tried and true solutions likely aren’t evergreen, and the cutting-edge trends that were all the rage last year are already standard practice. For email marketers, a new year provides a fresh start and an opportunity to outperform the year before. ![]()
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