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Email Marketing in 2020:
20 Predictions from
20 Experts
For our Email Marketing in 2020 report,
Litmus surveyed thousands of consumers
and marketers and asked 20 experts
about wh...
Their thought-provoking predictions
touch on the subscriber experience,
inbox functionality, deliverability, design
and co...
@chadswhite @litmusapp
Chad White @chadswhite
• Research Director at Litmus
• Author of Email Marketing Rules
• Written th...
Over the next 20 minutes, we’re going to
discuss major themes from the report:
1. Channel Stability
2. A Single View of th...
Theme #1
Channel Stability
from Email Marketing in 2020
Needless to say, all of our email experts
predicted a bright future for the channel.
And the marketers we polled were
gene...
Most Marketers Foresee Even Higher
ROI from Email Marketing Efforts, with
46.5% anticipating higher returns and
only 33.6%...
We considered that email marketers might
be a little biased about the future of email,
so we asked 1,200 US consumers, who...
Channels with Staying Power
70.0% of consumers say that email will
still exist in 10 years. Consumers were
less certain ab...
@chadswhite @litmusapp
25-24 Year Olds Are Most
Bullish on Email, with 72.1%
of them saying they think
email will still exist in 10
years
@chadsw...
AboveAverage Earners Optimistic about
Email, with 65.2% of consumers in
households making more than $60,000 a
year saying ...
Given that email’s current adoption and usage
rates, email marketing’s stellar return on
investment, and the fact that con...
Part of email marketing’s stability
will come from it being integrated
into other channels as organizations
de-silo, leadi...
Theme #2
A Single View of
the Customer
from Email Marketing in 2020
Fully Integrated: 84% of
marketers agree that email will
be fully integrated with other
marketing channels 5 years in
the ...
Today, the Single Customer View is a
myth for most businesses. This will
change as email is integrated with
other marketin...
With many brands spending the past two
years focusing on data and integrations,
I predict that the next several years will...
Successful organizations will break
down data silos and share data from
across the enterprise, creating a
consistent subsc...
The convergence of marketing technology
with advertising technology is taking email
marketing to another level. Email plat...
In the next 5 years, email will
be seen as not just a high-ROI channel
by itself but rather a platform that
integrates wit...
While still siloed in many organizations today,
in 2020, email will not only be used in
coordination with other channels, ...
Having that single view of the
customer will allow marketers to
send individually relevant emails
through…
Theme #3
Hyper-personalization
from Email Marketing in 2020
Completely Personalized: 76%
of marketers agree that all
email communication will be
completely personalized 5
years in th...
By 2020, hyper-personalization in marketing
will reach a significant level, along with
rules-based triggers, assimilation ...
Email marketers will leverage data to
create greater personalization, with a
single view of the customer, putting email
at...
Learning to drive loyalty with the use of
contextual data clues—time, geo-location,
weather, events, behavior, etc.—is gol...
We will see broader and more extensive use of
data…influenced by the Millennials’ concept
that there is no expectation of ...
We might not be far from achieving some of the
1-to-1 marketing that appeared in Minority
Report, but the impetus for chan...
That hyper-personalization will be
so complex that marketers will have
to rely on…
Theme #4
Machine Learning
& Automation
from Email Marketing in 2020
Will machine learning, AI, and predictive
software ever determine the majority of
the content (subject lines, images, copy...
Machine intelligence will manage and
control the messaging to each individual
across channels, creating the truly
integrat...
In order to deliver a one-to-one experience,
customer data and content must be completely
divorced from one another and al...
The client-approval step will shift
toward reviewing content modules,
not full creative, and signing off on
targeting mode...
The content of broadcast email must be
personalised at huge scale. This includes
subject lines, which may involve elements...
The result of all these changes
and improvements is that subscriber
expectations are going
to rise to the point that…
No longer will email work “just because.”
Only smart, innovative, and highly dynamic
emails will drive interaction, and ge...
Where best practice dictates that
permission, personalization, and relevance
are key to success today, in the future
those...
So while email will remain an
incredibly valuable channel for
brands in the years ahead,
marketers will have to…
(1) Work harder to build trust and
send relevant emails that work
everywhere that email is read,
and….
(2) Stay flexible, curious, and
collaborative because email
marketing will continue to evolve
and become more integrated w...
Questions?
To read all of their
predictions, download
Email Marketing in 2020
for free at:
litmus.com/lp/email-marketing-i...
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Big Changes on the Horizon for Email Marketing by Chad White

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Litmus Software helps more than 250,000 marketers make email better through its web-based email creation, testing, and analytics platform. Litmus provides instant email previews and quality assurance tools across all major inbox providers, browsers, and devices, and features comprehensive analytics to help users quickly and easily build, test, troubleshoot and optimize every campaign.
Chad White is the Research Director at Litmus, a web-based email creation, testing, and analytics platform. He’s also the author of “Email Marketing Rules” and thousands of posts and articles about email marketing. Chad was previously a journalist at Dow Jones & Co. and Condé Nast, and a researcher and analyst at Salesforce, Responsys, and the Direct Marketing Association.

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Big Changes on the Horizon for Email Marketing by Chad White

  1. 1. Email Marketing in 2020: 20 Predictions from 20 Experts
  2. 2. For our Email Marketing in 2020 report, Litmus surveyed thousands of consumers and marketers and asked 20 experts about what email marketing will look like in the year 2020. @chadswhite @litmusapp
  3. 3. Their thought-provoking predictions touch on the subscriber experience, inbox functionality, deliverability, design and coding, the technology provider landscape, and much more. @chadswhite @litmusapp
  4. 4. @chadswhite @litmusapp Chad White @chadswhite • Research Director at Litmus • Author of Email Marketing Rules • Written thousands of posts and articles on email marketing • Quoted in over 100 publications, including The New York Times, The Wall Street Journal, and USA Today
  5. 5. Over the next 20 minutes, we’re going to discuss major themes from the report: 1. Channel Stability 2. A Single View of the Customer 3. Hyper-personalization 4. Machine Learning & Automation @chadswhite @litmusapp
  6. 6. Theme #1 Channel Stability from Email Marketing in 2020
  7. 7. Needless to say, all of our email experts predicted a bright future for the channel. And the marketers we polled were generally quite optimistic as well… @chadswhite @litmusapp
  8. 8. Most Marketers Foresee Even Higher ROI from Email Marketing Efforts, with 46.5% anticipating higher returns and only 33.6% anticipating lower returns in 2020 @chadswhite @litmusapp
  9. 9. We considered that email marketers might be a little biased about the future of email, so we asked 1,200 US consumers, who told us… @chadswhite @litmusapp
  10. 10. Channels with Staying Power 70.0% of consumers say that email will still exist in 10 years. Consumers were less certain about the future’s of Facebook, Cable TV, and all the other channels we asked about. @chadswhite @litmusapp
  11. 11. @chadswhite @litmusapp
  12. 12. 25-24 Year Olds Are Most Bullish on Email, with 72.1% of them saying they think email will still exist in 10 years @chadswhite @litmusapp
  13. 13. AboveAverage Earners Optimistic about Email, with 65.2% of consumers in households making more than $60,000 a year saying email will still exist in 10 years. These consumers were less optimistic about all other marketing channels. @chadswhite @litmusapp
  14. 14. Given that email’s current adoption and usage rates, email marketing’s stellar return on investment, and the fact that consumers prefer email for commercial communications, continued investments in email marketing are very safe. @chadswhite @litmusapp
  15. 15. Part of email marketing’s stability will come from it being integrated into other channels as organizations de-silo, leading to…
  16. 16. Theme #2 A Single View of the Customer from Email Marketing in 2020
  17. 17. Fully Integrated: 84% of marketers agree that email will be fully integrated with other marketing channels 5 years in the future @chadswhite @litmusapp
  18. 18. Today, the Single Customer View is a myth for most businesses. This will change as email is integrated with other marketing channels within Marketing Cloud services. Dave Chaffey Chief Executive Officer & Co-founder Smart Insights @chadswhite @litmusapp
  19. 19. With many brands spending the past two years focusing on data and integrations, I predict that the next several years will focus on taking advantage of the single view of the customer. Cara Olson Director of Direct Marketing and eCRM DEG @chadswhite @litmusapp
  20. 20. Successful organizations will break down data silos and share data from across the enterprise, creating a consistent subscriber experience across the entire lifecycle. Eric Stahl Senior Vice President of Product Marketing Salesforce Marketing Cloud @chadswhite @litmusapp
  21. 21. The convergence of marketing technology with advertising technology is taking email marketing to another level. Email platforms will need to be able to integrate with platforms that handle the anonymous marketing data. Chris Lynch Senior Director of Product Marketing Oracle Marketing Cloud @chadswhite @litmusapp
  22. 22. In the next 5 years, email will be seen as not just a high-ROI channel by itself but rather a platform that integrates with and makes other channels more successful. Loren McDonald Marketing Evangelist Silverpop, An IBM Company @chadswhite @litmusapp
  23. 23. While still siloed in many organizations today, in 2020, email will not only be used in coordination with other channels, but behavioral data from email interactions will be used to power responses in other channels. Loren McDonald Marketing Evangelist Silverpop, An IBM Company @chadswhite @litmusapp
  24. 24. Having that single view of the customer will allow marketers to send individually relevant emails through…
  25. 25. Theme #3 Hyper-personalization from Email Marketing in 2020
  26. 26. Completely Personalized: 76% of marketers agree that all email communication will be completely personalized 5 years in the future @chadswhite @litmusapp
  27. 27. By 2020, hyper-personalization in marketing will reach a significant level, along with rules-based triggers, assimilation of the mobile channel, and connecting data from other channels and platforms. Jill LeMaire Redo Vice President of Digital Strategy and Insights Epsilon @chadswhite @litmusapp
  28. 28. Email marketers will leverage data to create greater personalization, with a single view of the customer, putting email at the center of the convergence between the physical and digital worlds. Eric Stahl Senior Vice President of Product Marketing Salesforce Marketing Cloud @chadswhite @litmusapp
  29. 29. Learning to drive loyalty with the use of contextual data clues—time, geo-location, weather, events, behavior, etc.—is gold. By 2020, the ability to use these data points to inform campaigns will become the status quo. Kristin Naragon Director of Email Solutions Adobe @chadswhite @litmusapp
  30. 30. We will see broader and more extensive use of data…influenced by the Millennials’ concept that there is no expectation of privacy. Email has not taken advantage of the data-rich environment that other digital marketing channels enjoy. Ryan Phelan Vice President of Marketing Insights Adestra @chadswhite @litmusapp
  31. 31. We might not be far from achieving some of the 1-to-1 marketing that appeared in Minority Report, but the impetus for change is going to going to come as leaders in the younger generation adapt to and evolve the incumbent technology. Ryan Phelan Vice President of Marketing Insights Adestra @chadswhite @litmusapp
  32. 32. That hyper-personalization will be so complex that marketers will have to rely on…
  33. 33. Theme #4 Machine Learning & Automation from Email Marketing in 2020
  34. 34. Will machine learning, AI, and predictive software ever determine the majority of the content (subject lines, images, copy, etc.) in marketing emails? 66.1% say “Yes,” while 33.9% say “No.” @chadswhite @litmusapp
  35. 35. Machine intelligence will manage and control the messaging to each individual across channels, creating the truly integrated experiences that are currently talked about a lot but rarely delivered. Tim Watson Email Marketing Consultant Zettasphere @chadswhite @litmusapp
  36. 36. In order to deliver a one-to-one experience, customer data and content must be completely divorced from one another and algorithms applied that identify which content should be delivered to which customer, and when. Morgan Stewart Chief Executive Officer Trendline Interactive @chadswhite @litmusapp
  37. 37. The client-approval step will shift toward reviewing content modules, not full creative, and signing off on targeting models, not customer segments. Morgan Stewart Chief Executive Officer Trendline Interactive @chadswhite @litmusapp
  38. 38. The content of broadcast email must be personalised at huge scale. This includes subject lines, which may involve elements of AI to write the correct subject line for each individual in a campaign. Tim Watson Email Marketing Consultant Zettasphere @chadswhite @litmusapp
  39. 39. The result of all these changes and improvements is that subscriber expectations are going to rise to the point that…
  40. 40. No longer will email work “just because.” Only smart, innovative, and highly dynamic emails will drive interaction, and generic blasts will get weeded out of the subscribers’ priorities, if not outright emotionally junked. Simms Jenkins Chief Executive Officer BrightWave @chadswhite @litmusapp
  41. 41. Where best practice dictates that permission, personalization, and relevance are key to success today, in the future those tenets will barely be considered a minimum acceptable standard. Andrew Bonar Founder Deliverability Ltd. @chadswhite @litmusapp
  42. 42. So while email will remain an incredibly valuable channel for brands in the years ahead, marketers will have to…
  43. 43. (1) Work harder to build trust and send relevant emails that work everywhere that email is read, and….
  44. 44. (2) Stay flexible, curious, and collaborative because email marketing will continue to evolve and become more integrated with other channels and disciplines.
  45. 45. Questions? To read all of their predictions, download Email Marketing in 2020 for free at: litmus.com/lp/email-marketing-in-2020 @chadswhite @litmusapp

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