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11 Email Marketing Trends
for 2005
by Loren McDonald
Email marketing arrived in 2004. Despite the huge attention and real issue of
over bloated inboxes due to increased volume of spam, no
marketer could ignore the value and importance of email in their overall
marketing program. What’s in store for 2005? Following are 11
trends EmailLabs has identifi ed for 2005:
1. The “Email Marketing Manager” Role Emerges as a Full-Time Position – At most
companies today email marketing activities are
only the partial responsibility of one or several people. But the combination of
strategic importance and increased complexity of email
marketing will drive the creation of full-time “email marketing managers” or
“directors” at many companies. This role will be responsible
for, or manage, the entire chain of email activities including privacy and
opt-in policies, design and content development, centralized email
database management, vendor selection and management, delivery improvement,
legal compliance, frequency management, segmentation
strategies, list management, reporting, corporate email strategy and beyond.
2. “Email Delivery Divide”: The Haves and Have Nots – 2005 may be remembered as
the year the “Email Delivery Divide” began. Email
marketers that deploy best practices, adopt emerging authentication,
accreditation and reputation technologies and solutions and allocate
the necessary resources will achieve superior delivery rates. On the other hand,
signifi cant delivery challenges will likely affect those companies
that do little and don’t or can’t allocate the appropriate resources to delivery
(either internally or by outsourcing). Additionally, by the
end of 2005 we should start to see winners emerge in the areas of authentication
protocols and third-party accreditation services.
3. Increased Integration with Corporate Databases and Other Applications – In
2005 look for more companies to integrate their email
response data and preferences with their CRM, SFA and other databases, leading
to more personalized and segmented approaches
across all marketing activities. Additionally, look for increased integration of
metrics and reporting interfaces between Web site analytics
tools and email marketing applications.
4. Use of Advanced Email Technology Features Grows Rapidly – The days of “load
and send” are long over. Smart email marketers
are focused on increasing response, conversion and retention rates using a
combination of personalization, segmentation and “triggers.”
Increasingly segmented and triggered emails will be driven by behavioral data,
such as which specifi c links a recipient clicked, whether
someone did or did not open an email, what pages they visited on the company’s
Web site or whether they did or did not make a purchase
or take a specifi c action. (According to Jupiter Research, less than a third of
marketers are currently using click-through data for segmentation.)
Further, many companies are automating these tasks and/or integrating their
email data with other customer data via an API
(Application Protocol Interface).
5. Design Takes on Greater Importance – Roughly 95 percent of all commercial
email messages are sent in HTML today. As a result,
design has become critical on a number of fronts. This includes designing for
challenges such as blocked images, the increased use of the
“preview pane,” inconsistent rendering by various email clients and using images
instead of text to minimize against overzealous content
fi lters. Further, while the typical consumer or business prospect may subscribe
to dozens of email newsletters and promotions, they are
likely to actively read only about 15-20. As a result, layout, readability and
usability are critical to differentiating emails from “competing”
emails, conveying value and trust, driving action and retaining subscribers.
6. Marketers View Email in Larger Context Than Just “Marketing” – Email
marketing technology has enabled marketers to deploy
sophisticated email communications – including advanced segmentation,
personalization, tracking and more. But “non-marketing messages”
often receive minimal attention. In 2005 look for email marketers to interface
more with other departments to increase the quality,
effectiveness and brand building components of these messages. Tactics will
include switching to HTML from text, monitoring delivery
rates, tracking open and click-through rates and improving from and subject
lines and design.
