Future Trends in Email Marketing

The world of email marketing is about to change. Many existing companies will need to learn to swim or risk sinking. To the outsider, email marketing may seem like a dying art thanks to the unrelenting pressure of social media. Whilst it’s true that social media is a game changer, it’s also true that email marketing can deliver in ways that social media cannot.

Email is always based on a previous indication that the consumer is interested in your brand or the products you sell. By handing over their contact details they’re telling you they want to see your content. Social media cannot work in this way. It cannot target customers accurately like email marketing can.

However, consumers now demand more relevant, well presented content. The email marketing landscape is changing and strategies will need to be fluid and dynamic to keep up. Only the most responsive marketers will be able to take advantage of this changing world.

Here are a few trends in email marketing predictions for 2013 and the years to come.

1. Mobile

As we move away from desktops and towards mobile, figures show that mobile devices will soon be the main way that consumers access data. This could potentially cause a conflict with design methods. It’s more crucial than ever that emails are optimised for mobiles as well as desktop clients.

2. Using Big Data

It’s hard to harness the potential of Big Data at the moment. There is so much data available for companies to use, that it can be difficult to know where to start, and what to do with it. Those companies who are ahead of the game will quickly learn the potential of using Big Data. Channelling this information into useable content has the power to be one of the most disruptive technologies in marketing history.

3. HTML5

The fifth revision of the mark-up language has introduced new media elements such as <video>, <audio> and <canvas>, making it media friendly. The new revision promises a revolution in rich content.

HTML5 is five years old, but it’s still not being used as a mainstream platform. Email clients aren’t on board just yet – but they should be soon.

4. Geographically aware email

Despite many emails being opened on mobile devices, the email remains fundamentally basic. Email clients aren’t aware of their surroundings. Geo-location is becoming standard practice and email marketers need to use this, and the information it provides to its fullest extent.

5. Email on social networks

Social networks are continually growing and changing and aren’t sticking to what they know. Take Twitter for example, a site that started as a way to send out content limited to 140 characters, now has a video function – Vine. As social sites continue to diversify their portfolios, the idea of them providing email solutions is not too stretching for our imaginations.

Google’s Gmail platform is one of the most successful email clients currently in existence, and it won’t take long for other social networks to catch on, and try to get a piece of that pie.

6. Better spam filters

Spam filters are continually getting better at what they do. In 2010 89% of all global mail was spam, in 2011 this dropped to 75%, and it dropped again to 68% in 2012. By looking at these figures we’re hoping that spam will be non-existent before the end of the decade.

As the world of spam gets cleaned up, this can be nothing but good news for email marketers. Eventually people will know that the emails in their inbox are good quality, tailored and feature relevant information. This will rebuild the relationship of trust between businesses and consumers and should lead to high conversion rates.


Don’t be afraid to think outside the box. This permanently connected media rich world is ours for the taking. As people look for tailored, relevant information – email remains the perfect channel to deliver it to them.

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