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Email Marketing in 2020:
20 Experts Share Their Vision of the Future of the Channel
For our Email Marketing in 2020 report,
Litmus asked 20 experts to share their
vision of what email marketing will look
li...
Here are some of their predictions…
From the Email Marketing in 2020 report by
Email readers are going to get better
and better at helping recipients
manage t...
The client-approval step will
shift toward reviewing content
modules, not full creative, and
signing off on targeting mode...
By 2020, hyper-personalization in
marketing will reach a significant
level, along with rules-based
triggers, assimilation ...
We might not be far from achieving
some of the 1-to-1 marketing that
appeared in Minority Report, but the
impetus for chan...
Email will leverage every
interaction from the Internet of
Things, location, behavioral data,
and customer preferences to
...
Machine intelligence will manage
and control the messaging to each
individual across channels, creating
the truly integrat...
In the next 5 years, email will
be seen as not just a high-ROI
channel by itself but rather a platform
that integrates wit...
Subscribers will be able to make
purchases right inside a marketing
campaign, without ever leaving their
inboxes. Campaign...
Given current variable adoption
of best practices, by 2020,
systems will step marketers
through all the best practices for...
2020’s practitioners will be coveted
assets. In fact, smart companies
that recognize the value of email
marketing will ret...
The convergence of marketing
technology with advertising technology
is taking email marketing to another
level. Email plat...
No longer will email work “just because.”
Only smart, innovative, and highly
dynamic emails will drive interaction,
and ge...
With many brands spending the
past two years focusing on data
and integrations, I predict that the
next several years will...
I believe email volume is going to
increase dramatically by 2020, but
it won’t feel like it. Inboxes will
prioritize messa...
By 2020, I expect the bulk of email
marketing to be similar to the
experience of Gmail’s Quick
Actions. The whole message ...
I’m optimistic about the second
generation email platforms. These
platforms are the developer-friendly
platforms of choice...
I see interactive as a huge shift
in email development. Early
analytics have shown far greater
engagement from users who
r...
Where best practice dictates that
permission, personalization, and
relevance are key to success today,
in the future those...
By 2020, ESPs being the authenticated
senders won’t be enough for end users.
ESP customers will have to authenticate
mail ...
The Internet of Things has the potential
to generate trillions of messages a day,
and this tidal wave of email could be
la...
To see all of their
predictions, download
Email Marketing in
2020 for free at:
litmus.com/lp/email-marketing-in-
2020
Other Free Reports by
Adapting to Consumers’ New Definition of Spam
A 7-point plan for how marketers can avoid spam
compla...
To get more insights
into the present &
future of email
marketing, subscribe
to Litmus’ newsletter:
litmus.com/subscribe
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Email Marketing in 2020: 20 Predictions from 20 Experts

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“How will email marketing change by the end of the decade?” That’s the question we posed to 20 experts for our Email Marketing in 2020 report. Their answers predict dramatic changes in personalization, automation, interactivity, compliance, and much more.

In this presentation, we’ve selected our favorite prediction from each of our 20 contributors, and made it easy for you to tweet the ones you find intriguing or agree with. Enjoy this peek at the future of email marketing!

Veröffentlicht in: Marketing

Email Marketing in 2020: 20 Predictions from 20 Experts

  1. 1. Email Marketing in 2020: 20 Experts Share Their Vision of the Future of the Channel
  2. 2. For our Email Marketing in 2020 report, Litmus asked 20 experts to share their vision of what email marketing will look like in the year 2020. Our email experts include…
  3. 3. Here are some of their predictions…
  4. 4. From the Email Marketing in 2020 report by Email readers are going to get better and better at helping recipients manage their email by factoring in contextual information and no longer simply displaying email by an arbitrary factor like recency. Daniel Burstein Director of Editorial Content MarketingSherpa CLICK TO TWEET THIS PREDICTION
  5. 5. The client-approval step will shift toward reviewing content modules, not full creative, and signing off on targeting models, not customer segments. Morgan Stewart Chief Executive Officer Trendline Interactive CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  6. 6. By 2020, hyper-personalization in marketing will reach a significant level, along with rules-based triggers, assimilation of the mobile channel, and connecting data from other channels and platforms. Jill LeMaire Redo Vice President of Digital Strategy and Insights Epsilon CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  7. 7. We might not be far from achieving some of the 1-to-1 marketing that appeared in Minority Report, but the impetus for change is going to come as leaders in the younger generation adapt to and evolve the incumbent technology. Ryan Phelan Vice President of Marketing Insights Adestra CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  8. 8. Email will leverage every interaction from the Internet of Things, location, behavioral data, and customer preferences to deliver messages to the customer in exactly the right context. Eric Stahl Senior Vice President of Product Marketing Salesforce Marketing Cloud CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  9. 9. Machine intelligence will manage and control the messaging to each individual across channels, creating the truly integrated experiences that are currently talked about a lot but rarely delivered. Tim Watson Email Marketing Consultant Zettasphere CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  10. 10. In the next 5 years, email will be seen as not just a high-ROI channel by itself but rather a platform that integrates with and makes other channels more successful. Loren McDonald Marketing Evangelist Silverpop, An IBM Company CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  11. 11. Subscribers will be able to make purchases right inside a marketing campaign, without ever leaving their inboxes. Campaigns will offer more of an app-like experience, too, with embedded video and other interactivity. Tom Klein Vice President of Marketing MailChimp CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  12. 12. Given current variable adoption of best practices, by 2020, systems will step marketers through all the best practices for customised lifecycle marketing, creative, and delivery. Dave Chaffey Chief Executive Officer & Co-founder Smart Insights CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  13. 13. 2020’s practitioners will be coveted assets. In fact, smart companies that recognize the value of email marketing will retain top talent by offering tenured career opportunities within the company. Kristin Naragon Director of Email Solutions Adobe CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  14. 14. The convergence of marketing technology with advertising technology is taking email marketing to another level. Email platforms will need to be able to integrate with platforms that handle the anonymous marketing data. Chris Lynch Senior Director of Product Marketing Oracle Marketing Cloud CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  15. 15. No longer will email work “just because.” Only smart, innovative, and highly dynamic emails will drive interaction, and generic blasts will get weeded out of the subscribers’ priorities, if not outright emotionally junked. Simms Jenkins Chief Executive Officer BrightWave CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  16. 16. With many brands spending the past two years focusing on data and integrations, I predict that the next several years will focus on taking advantage of the single view of the customer. Cara Olson Director of Direct Marketing and eCRM DEG CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  17. 17. I believe email volume is going to increase dramatically by 2020, but it won’t feel like it. Inboxes will prioritize messages, many email interactions will be brief, and many emails won’t feel like emails at all. Paul Farnell Chief Executive Officer & Co-founder Litmus CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  18. 18. By 2020, I expect the bulk of email marketing to be similar to the experience of Gmail’s Quick Actions. The whole message will be the length of a current subject line with a call-to-action. Dan Denney Front-End Developer Code School CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  19. 19. I’m optimistic about the second generation email platforms. These platforms are the developer-friendly platforms of choice for startups and are well placed to take power from the late 90s vintage behemoths. Elliot Ross Managing Director Action Rocket CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  20. 20. I see interactive as a huge shift in email development. Early analytics have shown far greater engagement from users who receive interactive messages. Mark Robbins Email Developer Rebelmail CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  21. 21. Where best practice dictates that permission, personalization, and relevance are key to success today, in the future those tenets will barely be considered a minimum acceptable standard. Andrew Bonar Founder Deliverability Ltd. CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  22. 22. By 2020, ESPs being the authenticated senders won’t be enough for end users. ESP customers will have to authenticate mail themselves. Overhead and management will increase for both ESPs and their customers. Laura Atkins Owner Word to the Wise CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  23. 23. The Internet of Things has the potential to generate trillions of messages a day, and this tidal wave of email could be laden with all kinds of personally identifiable information (PII), requiring more and more security. Len Shneyder Vice President of Industry Relations SparkPost CLICK TO TWEET THIS PREDICTION From the Email Marketing in 2020 report by
  24. 24. To see all of their predictions, download Email Marketing in 2020 for free at: litmus.com/lp/email-marketing-in- 2020
  25. 25. Other Free Reports by Adapting to Consumers’ New Definition of Spam A 7-point plan for how marketers can avoid spam complaints and extend subscriber relationships >> Get the report 2016 State of Email A comprehensive look at the data, trends, and innovations for sending great email in 2016 >> Get the report State of Email Production A detailed look at how marketers build their teams, plan and build their emails, use technology, and more >> Get the report
  26. 26. To get more insights into the present & future of email marketing, subscribe to Litmus’ newsletter: litmus.com/subscribe

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