What is the future of email marketing?
I'm working on a story for Business News Daily and I was wondering what the future of email marketing looks like. Are there new regulations to worry about either recently made into law or on the horizon? Are there new standards that make emails a more effective mode of marketing?
Basically, I want to know what small business owners should keep an eye out for when looking into email marketing solutions.
I don't think email marketing is as effective now, it's almost always a flop marketing strategy.
From a regulatory perspective, "privacy privacy privacy." In the US, the California law that goes into effect Jan 1 (https://en.wikipedia.org/wiki/California_Consumer_Privacy_Act) is the canary to watch.
The email was "free-range" for a long time; costs to graze were minimal.
Over-use has just hammered the commons (inbox), and now we're responding via privacy legislation.
Practically speaking, small business owners will have to adjust habits, but it won't be a drastic change unless they were already breaking the law and ticking people off. "Permission-based marketing" isn't new but now there are legal teeth behind it.
That's the regulatory side. On the "future of email" capability-wise... email is the most effective, most-preferred digital channel, by big margins on both sides.
Email marketing capabilities have started changing dramatically - with tools like Campaign Genius and Movable Ink,
personalization, '"dynamic content" and media/visuals are coming to your inbox - use the standards already in place.
The AMP standards backed by Google may change email, but for your market, widespread and reliable AMP
use is questionable. It's not actually "an email standard" in the sense that the word is usually used.
Unless you send an email to the subscriber, all emails go to the spam box by google or yahoo filter. I do not see the
future for email marketing.
In my experience, personalization is the way to go with email marketing. The use of smart content strategies that can make messaging believable and personalized seems to be the dominant trend in the market.
Other than that, the use of automation through email marketing tools and software, like MailChimp and SendGrid, as well as the integration of AI and ML in such avenues, is something that most software companies have been promoting or at least looking into lately.
Hope this helps!
Email remains a bootloader for all social media. Social media might come and go. So we have been operating with the assumption that email will last.
However, email open rates are dying because of saturation. The true value of email now is an identifier.
I believe uploading emails into social media advertising platforms, for targeting, is going to be the main way email will be used in the future.