With the first quarter behind us, new trends are already taking shape.
With regards to email marketing, 2014 was all about responsive and mobile design. So what’s new in 2015?
Today’s infographic, courtesy of EmailMonks, shares some surprising predictions for the rest of the year.
2015 Email Marketing Predictions
Source: EmailMonks
What are the trends to watch?
In my opinion, these are the trends that will be most notable:
Real-time personalization
Personalization is big in all areas of marketing, but it’s especially important for email marketing. This year, we expect to see a surge in tools and resources to make implementation easier.
Real time marketing has proven to get results:
- consumer sentiment: 16% lift
- purchase intent: 14% lift
- interest and likelihood to recommend: 18%
Greater cohesion between email and social
This seems like a no-brainer. Once we master strategy in specific channels, the next step is to integrate those channels with all other channels.
In this case, we’re seeing more synchronicity between social media posts and email sends. The tools needed for this? Editorial calendars that plot both content and social.
Productive use of #hashtags without overuse (abuse)
Subject lines still do the bulk of your email marketing work. Specific words can and do increase open rates and clickthrough rates.
In the same way, hashtags appear to impact open rates:
- hashtags lift open rates by 4.8%
- hashtags may lower clickthrough and transaction rates
Repurposing on the rise
This is a content marketing standard, so it’s about time it only makes sense it would merge with email marketing. We foresee a renewed focus on content curation: downloadable PDFs, ebooks and whitepapers delivered through email.
Buzzword: Micro-targeting
Segmentation has been talked about for years now, but tools for implementing it were often out of reach for smaller brands. This year, with the rise of personalization, segmentation will likely be adopted and refined. Think of it as smart targeting, rather than “batch and blast.”
Thoughts?
Which trends stand out to you? Do you see a trend that was missed? Share in the comments.
