7) Email Triggers: Email triggers are response based automations of the recipient. Building recipient communication and engagement based workflows in an automated way creates an expected and compelling relation between the brand and the customer. By personalizing emails, the content of transactional messages can deliver greater value to customers by being contextual in communication. Optimization of images/creatives of emails based on highest clicks is one example of such email triggers. How cutting edge technology can imbibe theoretical aspect of modern day marketing like urgency and social proofing in email marketing through technological advancement in future is going to be the key to competitive advantage.
8) Mobile based approach to email marketing: Email Marketing in the last couple of decades has come a long way. Mobile has already overtaken Desktop in terms of most widely used devices to open emails. Adding to this, mobile application based approach to deliver value to customers is ubiquitous now. Synchronizing emails with such Apps is going to change the way of email interaction in mobile. Not many days are left when social buttons will include WhatsApp like button (if the email is opened in mobile) for interacting with a brand through WhatsApp.
9) Responsive Design: Besides desktop, there are dozens of different devices for opening emails. Being adaptable to each and every kind of device specific resolution is very essential to avoid distortion of designs/content of emails.
10) Innovate, Innovate and Innovate: This is the basic framework of all the points mentioned above. Email is the most reliable tool for reaching out to customers with latest news/offers/deals for a marketer. Innovation will keep email marketers moving up the learning curve. All new technologies become redundant after one point of time (we get used to it). An email marketer’s ability to keep an email fresh, live and new every time it arrives in your inbox will define whether you will open the email or not.
With these evolving advancements in context to email technology, email marketing is here to stay. Undoubtedly, innovation is key to its survival considering the increasing marketing and socializing platforms. If wrapped by the right technology and for the right market at the right time, email marketing will continue to create ripples among the marketing fraternity and shall be regarded as one of the topmost effective means of marketing.