As we look to transition into the New Year, it’s time to reevaluate our programs and our priorities. With that in mind, I recently spoke with Natasha Smith of DM News about what’s in and what’s out in email marketing for 2015. Here is some of what we spoke about, plus some of our conversation that didn’t make it into the article.
What’s Out
Batch-and-blast.
For most brands, broadcast emails will probably always represent the majority of the emails they send. However, they’re contributing a gradually shrinking portion of overall email marketing revenue. On the other hand, triggered emails are capturing an increasing share of program revenue, with some leading brands generating the majority of their email marketing revenue from these emails.
“One size fits all” emails.
Because subscribers are constantly raising the bar on relevance, there’s an increasing need to infuse every kind of email with one-to-one content using personalization, dynamic content, live content, and predictive intelligence. We’re transitioning from the era of mass email to the era of mass personalized email.
“One size fits all” email frequencies.
The value of sending one more email to the right subscriber can be high. But the risk of sending one more email to the wrong subscriber can be equally high. Different subscribers have different email frequency tolerances and marketers need to be gravitating toward a segmented or even personalized email frequency optimization.
