It wouldn’t be January without predictions for the new year would it? Here is my take on what email marketing trends we can expect to see in 2016.
1. Personalisation not segmentation
Hopefully, 2016 will be the year we arrive at a definition of personalisation. In my mind, personalisation in the context of email marketing is about completely bespoke, unique, relevant content for the individual. Too often this is confused with either merging in a name or segmentation. Segmentation is about which message to send, not what to include in the email. And for email to fulfil its potential, both need to be present and not simply slightly less generic messages in a handful of segments.
2. Mobile is the norm
We might already be here with many email marketers obsessing about mobile. However, it’s not just the design on mobile devices, but also thinking about the context of the email. This makes email far more immediate, and in a way, more throwaway as if you’re too busy when it lands on your phone, then it’s likely to be forgotten. 2016 could well be the year when marketers find more strategies such as resends and timings to cater for the changing nature of email on mobile devices.