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BizReport : Email Marketing : December 09, 2014

Expert IDs 3 trends that will improve email strategy

Email is seen by many as a sturdy standby for their marketing program, but according to one expert brands could be doing more. He identifies three trends that could change email marketing efforts in 2015.

by Kristina Knight

First, operational competency.

"A rebirth period will pick up momentum as marketers realize the importance of maintaining operational competency in email as a foundation for digital. Capabilities such as advanced segmentation and personalization, A/B split testing, behavioral re-targeting and list maintenance will be required to reach median levels of success," said Brennan Carlson, Senior Vice President of Business Development and Product Strategy, Lyris.

Second, the federation of digital messaging across the enterprise.

"Operational workflows will move away from campaign-at-a-time thinking and email marketing capabilities, and the advent of cross-functional marketing teams will gain traction. The inevitable merging of PR and marketing communications with email and other marketing functions will take seed," said Carlson.

Finally, brands will become multi-channel connected.

"Brands must begin to foster consistent relationships with people across all marketing channels and contact points, as customer expectations continue to grow. Next year, email contact strategy and segmentation will be dictated from a more holistic perspective. Brands that don't follow suit will see their email campaign performance subside," said Carlson.

Image via Shutterstock

Tags: email content, email marketing, email strategy, email trends, Lyris

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