Six email marketing trends for 2012

Despite what many may think, it’s my firm belief that in 2012 email will become even more important to a company’s digital marketing strategy. Aged as email is, it’s certainly not ailing. New technology developments, the prevalence of mobile and social media will add strings to its proverbial bow.
 
1. More dynamic email content
The wider introduction of HTML5 in 2012 won’t alter the role of email per se, but it does enable the creation of more dynamic content. This will ultimately mean richer, more engaging emails across all devices. The integration of video and animation, without the need for external plug-ins, will enhance the display compatibility of email on a PC, smartphone or tablet.
 
2. Email in mobile form
A recent European study confirms that more than 47 percent of internet users now read emails on a mobile device several times a day. Time pressures mean that many opt for a quick and easy way of dealing with them on the go. As a result, companies should undertake a detailed study of mobile email usage to better understand customer behaviour.
 
This means adapting the design of commercial emails using cascading style sheets (CSS) and HTML5. In addition, email content needs to be more succinct—relevant, targeted information in a shorter format.
 
That doesn’t mean there’s no place for longer emails or newsletters. Using email to link to long form content, hosted on a mobile-optimised website, is increasingly common place. In these instances, an email acts as a prompt or reminder, meaning users aren’t overwhelmed with information and can read the longer message at a more convenient time.
 
3. Data security
Personalisation is more important than ever when engaging with subscribers.
The sheer volume of customer information means that many companies use cloud computing for data sharing and storage. More will continue to do so this year.
 
As a result, data security is critical. This means that IT and marketing departments need to work closely together to minimise risk of attack. This applies to all areas of data management: from selecting hosting solutions, to SMS and social network campaign management platforms.
 
4. Email bolsters social marketing
Although many marketers have invested time and resource into developing a social-media presence, budgetary constraints mean all companies will have to quickly identify the ROI of their social activity.
 
However, social networks offer significant opportunities for consumer engagement. It’s now time for companies to optimise their presence and develop initiatives that make full use of social-networking messaging and email integration.
 
In this more familiar and direct way, brand-to-consumer social media relationships can only grow stronger in 2012.
 
5. Email retargeting and consumer engagement
Loyalty is earned. Frequent engagement is just as critical to the consumer experience as personalisation.
 
Marketers are waking up to the need to optimise the entire customer journey, securing loyalty by fostering engagement across multiple online touchpoints.
 
With sophisticated, efficient tools at their disposal, marketers can target customers based on their behaviour. However, email retargeting is still predominantly used to solely remind consumers of abandoned online purchases.
 
Retargeting emails need to be used to greater advantage. They’re just as effective when deployed to remind users of products viewed, comparisons made and to suggest relevant offers. In addition, the wealth of data marketers have access to means that the level of customer information available should be leveraged to its best advantage. This involves actively using data such as customer birthdays, or other important dates to offer discounts, free samples or special previews.
 
Enriching the customer experience through adapted email content is important for engagement and ultimately creates added value for the company.
 
6. A more collaborative approach to marketing
Data evolves. It’s not constant and email shouldn’t be either. To fully mobilise marketing efforts it’s vital that marketers draw expertise from across all departments. This means being collaborative in order to foster a more strategic, analytical approach to communications.
 
When a company goes online, its entire service offering becomes more transparent. Each department therefore has a stake in understanding how it relates to the customer base. That’s why it’s important to have greater cohesion between different parts of the business, in order to identify the impact email marketing has on each department. Ultimately, such acute awareness of customer engagement can only benefit the business.
 
Across 2012, the different modes of media consumption are likely to continue their digital development. As email easily integrates with different platforms, marketers have every opportunity to harness potential without changing their approach.
 
However, ROI is more important than ever, meaning there’s a need to quickly master new knowledge and competencies. Thankfully, email is tried and tested, as well as adaptable.
 
Simeon Lando is director, strategic consulting, EMEA at email service provider Epsilon.