Page 4 - AeM_December_2022

RESEARCH, ANALYSIS & TRENDS

Trends in email marketing

The quickest way is when the email itself becomes a
shop. If the messages themselves are supplemented
with purchase functions, the email inbox becomes one
of the most far-reaching transaction platforms. In the
future, email providers will offer even more attractive
touchpoints in digital commerce so that companies can
address their customers directly in the inbox and adapt
their strategy accordingly.

Interactivity gets attention

Interactive elements are necessary for greater inbox
engagement as they can add interest and variety to
According to research, almost all (99%) of email newsletters. Examples of such elements can be
businesses use email marketing to regularly text and images animations, fading in and out, as well
engage with their customers and prospects, as image changes or zooms and mouse-over effects.
proving that email is more vital and relevant than With interactive elements expected to become an
ever. integral part of email marketing in the future, as is
already the case with most other digital channels,
Email marketing also retains its top spot in popularity marketers should urgently address them.
because it is constantly being optimized. New features,
updates and technical tools increase the effectiveness Emails enable a high degree of personalization
of campaigns and increase convenience for the Intensive use of email generates high-quality first-party
recipient.
data that enables personalized targeting beyond the
Smart services, transaction functions and interactive end of the third-party cookies. It is important not only to
elements, as well as new methods of personalization ask for title and name when generating leads, but also
and the increasing importance of security and data to use other login data for segmentation. Because in
protection characterize email marketing, according to email marketing, numerous segments can be highly
Rasmus Giese, CEO of United Internet Media (UIM): individualized for each user and retailers should use
this to select the right offer for each target group at the
Smart additional services as assistants and right moment.
organizers
Privacy and security as a foundation
Email services enable much more than just sending
and receiving electronic messages. The email inbox is Email is an indispensable marketing tool, but it requires
the linchpin as well as the central assistant and the senders to continuously deal with the latest
organizer for digital life. Smart assistants help to keep developments and focus on digital responsibility. At
track and offer practical additional services, which only least, email marketing has improved tremendously in
requires email senders to design their messages in quality since its advent and this trend will only continue.
such a way that smart mailbox software can correctly ◊
assign the incoming messages to the appropriate By MediaBUZZ
category, such as social media, newsletter, orders, or
subscriptions.

More transactions from the mailbox

If newsletters lead to the sender’s shopping offers, they
ensure more sales on their websites and apps. The
shorter the customer journey, the faster the purchase.

4 December 2022: Email Marketing