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February 20, 2018

What's in the Cards for Email Marketing?

In spite of the seismic technological shifts that have made their way into marketing departments in recent years, it should come as no surprise that email remains top of mind for marketers in 2018. In a recent Mailigen study, it was found that 89 percent of marketers stated that email was their primary channel for lead generation. Further, email has a median ROI of 122 percent—four times higher than social media, direct mail or paid search.



But even if email remains a tested and true platform for successful marketers, that doesn’t mean this channel is impervious to change. In fact, savvy marketers aren’t just sticking to what has served them in the past. They’re working on innovative and fresh ways to continue to bolster their success with email marketing campaigns.

This is precisely the reason, argue the experts at Transparency Market Research, why the email marketing industry is poised for nearly 20 percent growth through 2024. “Software,” the study explains, “has surfaced as the key component in email marketing and is projected to remain so throughout the forecast period.”

Let’s take a closer look at how software is redefining email marketing in 2018.

The right content for the right consumer

For the modern consumer, there is no such thing as too much content. This is one reason why newsletter software is so important. Newsletters are a great way to deliver high-value content to customers that will foster more clicks and conversions. Leveraging software to create a personalized, dynamic and targeted newsletter will ensure that the right content is delivered to the right customer at just the right time, optimizing the impact.

Real-time analytics to track your email campaign

There was a time when a marketer’s job was done once they sent their email campaign. Today, automated marketing software enables businesses to continue monitoring and assessing customer interactions after your campaign has hit the ground. This will provide you with tangible information to tweak your strategy and address consumer concerns in real-time before a minor inconvenience can become a PR nightmare.

Smart and getting smarter

As consumers have migrated from desktops, to laptops, then smartphones, the need to shift to a mobile-first mentality has taken over email marketing efforts. Developing mobile apps, chatbots and mobile-friendly design are all top priorities for marketers looking to give customers a positive experience when interacting with an email campaign.

What’s in the cards for email marketing? According to industry experts, we can expect this channel to remain a top priority in the years to come for successful organizations. Of course, emerging solutions are poised to help early adopters claim a larger market share. To learn more about how your business can improve the impact of your email marketing campaigns, click here




Edited by Mandi Nowitz
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