1. 2015 will be the year of A2 – Analytics & Automation
Let me invoke a little bit of Quantum Physics in Marketing to explain this point better. Heisenberg’s uncertainty principle teaches marketers that while the exact path of your consumer is uncertain because of external influences, some paths and patterns are more likely than others and it is still possible to predict the most likely outcome with reasonable assurance. MarTech – the combined power of marketing and technology (automation) will give marketers a 360 degree view of their customers. We can measure what the customer exactly responds to and then determine with fair accuracy what to send next. This according to us is going to biggest market mover trend in the industry for 2015.
2. Marketing will be by experiment and not hunch
In 2015, marketers will realize that itâs not about sending more emails but about sending smart emails. Constant experimenting with an attempt to go beyond the assumptions to determine which combination of variations (Subject Line, Time, Content, Segment etc.) performs best out of all the possible combinations.
3. Multichannel integration to open a window of possibilities
Fundamental rule of marketing is to be where your customers are; and today’s customers are everywhere. Email marketing will cater to this basic rule of marketing by extending conversations through email and initiating dialogue on other channels where the customer is present by integrating email with other channels (mobile and social media).We predict innovative integrations will amplify the capabilities of email and help engage customers better with solutions such as making users share email on social media, click-to-SMS and click-to-call within email itself.
4. Marketers get real with live content
The dynamics of email is set to change and there will be a big shift in how email will be perceived. Live data will be made available to customers on the email. Whether it is having a live time ticker in the email, changing product offerings based on time of the day, playing a video in email or checking tickets availability in email itself; this real time content feed in email is set to improve the overall email experience for customers and thus making this medium more powerful.
5. Emails to focus more on people on the move MOBILE EMAIL
We predict email opens on mobile devices will cross the 50% mark this year (from the current 35%). Mobile optimization for emails will no longer be an option but a necessity. With more and more people opening emails on mobile devices, the importance of having proper templates that render well across mobile devices will continue to dominate this year. We expect to see more sophisticated and highly customizable responsive designs that will auto detect and adapt to different screen views.