The most important trend right now in email marketing is message optimization. This is broken into two main areas: targeting through data analysis and leveraging multiple channels. Direct marketers need to get the right message to the right customer at the right time with relevance to the consumer. To do this, marketers must use data effectively to target consumers at the optimal time during the customer purchase lifecycle.
Marketers are also being asked how they can optimize messaging across various communication platforms. Consequently, marketers need to think about how they work with other channels, such as mobile and social, to make sure their message is relevant to the consumer and is consistently communicated across other channels to maximize outreach and increase opportunities to engage with their customers.
Email remains one of the most convenient methods for reaching consumers, but if you aren’t leveraging use of mobile, social, and others, along with non-digital channels, then you’re missing out on a large number of potential customers.
Message optimization can also be achieved by refining your marketing content to be relevant and informational, and by targeting your campaigns intelligently. Behavioral targeting uses demographics as well as online and offline purchase patterns to predict what a consumer might be interested in even if they don’t know it yet. Be sure and use your consumer data to optimize your marketing message to its fullest.
Keeping yourself in the know on marketing trends is important, especially in digital marketing, to avoid opt-outs and unsubscribes. Managing opt-outs effectively can have a huge impact on the success or failure of your email marketing programs, even if only to avoid being labeled as spam.
In an article for Target Marketing, Outsell’s Production Manager, Jason Vosu, discussed how to avoid email unsubscribes and achieve higher open and click rates. Read the article here, and make sure you’re doing everything you can to stay ahead of marketing trends for all of your consumer communications.