5 Predictions for Email Marketing in 2014 – Lyris Blog
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5 Predictions For Email Marketing in 2014
By Philip Storey
With the new year comes the irresistible opportunity to predict what’s ahead.
These are my predictions for email and multi-channel marketing in 2014:
1 – Email will truly become the relationship channel
I have personally described email as a relationship channel since 2006,
and 2013 saw some great examples of brands using the data they have at
their fingertips, in ways that are most useful and have the greatest impact
possible. In 2014, email will position itself as a more valuable channel for
consumers to stay in touch with the brands they love, through improved
relevance and content value.
2 – Brands will understand and use their data better than ever before
One interesting area that is often not correctly considered is the shelf life of
engagement and preference data. For example, if you are a fashion retailer
and ‘Prospect A’ signs up to your email programme and states his interest
in men’s accessories and men’s shoes, brands need to know for how long
that preference data will be useful and relevant. When website engagement
and purchase behaviour becomes available for ‘Prospect A,’ some of the
initial preference data will arguably expire or at least become less likely
to be useful to us as marketers, in favour of more recent interactional and
In 2014, the key is to build your marketing strategy so it is flexible enough to incorporate implicit and explicit
customer data, in real time. This data will also need to be immediately available and actionable for other channels,
such as direct mail.
3 – Designing for ‘mobile-first’ will become ‘the norm’
A study by Litmus in December 2013 showed that for the first time ever, mobile is the single leading platform for
consuming marketing emails, worldwide. I believe 2014 is the year where email marketers will begin to design for
mobile-first, even before we design for desktop and Webmail scenarios.
For those companies that are yet to dip their toes in the water with mobile design, 2014 will be the year that they
go responsive/scalable or skinny, simply because that’s where their prospects and customers are most likely to be
opening and reading their emails.