Before the COVID-19 pandemic, Market Research Future's report on email marketing predicted the industry would have a compound annual growth rate (CAGR) of 15.2% by 2027. Throughout 2020, stay-at-home orders and widespread remote work influenced a spike in both email sends across industries and click-throughs by recipients.
While text message marketing has also grown during the pandemic, consumers still use email daily, which means there are daily opportunities for businesses to connect with their customers.
Email marketing will continue to become more technologically advanced through the rest of 2021, adopting and integrating more use of artificial intelligence. AI's primary function in email marketing will be to gather and analyze data that helps businesses deliver better and more targeted experiences to customers, like specific subject lines or personalized body text. AI will also make emails more interactive by allowing customers to purchase products directly from an email, streamlining the buying journey.
We anticipate email marketing becoming more personal as companies compete with an increasing deluge of marketing communications. Using the vast swaths of personal data at their fingertips, marketers will be able to pinpoint their customers' locations from wearable and mobile devices more accurately. They will then use that data to send targeted emails and personalized automatic emails based on behavior, location, and other demographic information, and automatically reformat emails for the device the recipient is reading the email on, such as a smartwatch or tablet.
We also expect integration with smart devices like Alexa, Google Home, Cortana and Siri. Consumers are getting more comfortable talking to smart devices and having them talk back, so they should soon be able to have their emails read to them in addition to things like hearing the news or setting reminders.