Page 10 - AeM_Nov_2017

RESEARCH, ANALYSIS & TRENDS

Email Marketing’s Top Trends in 2018

Do you know which marketing strategies you should automation makes it possible to send relevant, event-
consider next year? In what direction email marketing related content in real-time. And best of all that's not
trends are heading? Well, start to get informed, not only even difficult to do!
because 2017 is coming to an end and heralding the
time of the year when marketing departments are work- 2. Personalization and customization continues
ing harder than ever to boost the year-end business.
If you want to bring your prospects closer to your com-
Email marketing is without doubt still one of the most pany and products, then you should continue to align
effective and, above all, the most accepted advertising your content to the individual interests of your potential
measures, in fact one that constantly evolves and adapts customers and address them in a personalized way.
to market changes and therefore never loses its ac- This means providing relevant content, optimized deliv-
ceptance. But what does email marketing have in store ery times, prioritized article sequences, personalized
for 2018? Here are some hints: texts and targeted offers etc. Hence, personalization
and customization will remain on the 2018 agenda, too.
1. Those who do not automate, cannot keep up with
the times 3. Lead Management needs to be further developed

The evergreen 'automation' will remain one of the hottest Lead management was a big topic this year and will
topics in 2018. Especially since in email marketing, auto- continue to be since much work still has to be done to
mated campaigns are slowly starting to reach the SMEs address the changed purchasing decision process of
that managed to gain first experiences. Automating mar- prospects properly. Email marketing in 2018 therefore
keting processes simply helps them save time and re- means primarily continuing to generate and enrich new
sources. contacts: Lead generation through landing pages and
application forms, simple processes and automated
And what’s not to despise is the fact that with automated marketing in the form of content-related campaigns that
campaigns, they can accompany their various target are geared to the lifecycle, the habits, behaviors, loca-
groups perfectly through the purchase decision process tions and click behavior.
and position themselves as a loyal attendant. Marketing

10 November 2017 - Email Marketing & Lead Management