2014 will be a big one in terms of email marketing. See our predictions for this year.
1 – Emphasise on ‘mobile-first’ design.
A recent study by Litmus showed that for the first time, mobile is the leading platform for consuming marketing emails, worldwide. 2014 will be the year where email marketers will begin to design for mobile-first, even before we design for desktop.
For those companies that are yet to dive into the world of mobile design, 2014 will be the year that they go responsive/scalable or skinny, simply because everybody now reads their emails on a smartphone.
Integrating social and email campaigns is straightforward, but very much underused. Adding social sharing links for Twitter and Facebook to emails takes just seconds.
Marketers are yet to truly harness this power, and this is because of a fear of directing potential website traffic off to social networks. However, tactical use of this capability could really benefit a marketing strategy. By amplifying your marketing messages across social pages, you empower your email database to become promoters for your brand.
3 – Wider adoption of HTML5 will make the inbox its own “screen.”
Traditionally, the inbox has been a relatively static place to view content. An email message’s ultimate goal was to drive an action away from the inbox to a more interactive, experience like a website or landing page. HTML5 is fundamentally changing this by making the inbox a dynamic place where consumers can experience content directly.
The inbox will no longer be a place to navigate away from. Landing pages will be less relevant and video in email will become more common. According to a recent study by Email Monks, 58 percent of users can now see HTML5 video in their inboxes.