Attention marketers and communicators!
Email was the preferred communication method for brands to communicate with customers in 2017. It will be well into the future. Still, 2018 may hold some surprises for the 40-year-old communications standard that marketers should be aware of. Scott Heimes shares these five considerations for email in 2018.
- Personalization through lists
- Email interactivity
- Chatbots
- AI (artificial intelligence)
- Visuals
Source: MARTECH Today, January 25, 2018.
2017 set the stage for new technologies. 2018 will be the year where we see them acting, in full, for email marketing. 2018 promises to be the year of intense focus on personalization. Organizations will learn to connect with recipients on a personal level and engage in better conversations. And that’s good news for everyone.
Also see: Why email marketing has lasted five times longer than your first marriage, Marketing Land, June 1, 2017.
INSIGHTS: Consumers are firmly in the driver’s seat of the email marketing relationship. Smart marketers know that to improve engagement, consumers must take center stage. Strategies and campaigns structured around the needs of the brand will fizzle, while those that prioritize the needs of consumers will pop.