6 Email Marketing Predictions For 2013
Technology changes and so do the associated trends. Let’s take a deep dive to know what’s in vogue for the Email Marketing industry. Email Monks shares the following for 2013:
1. Mobile Optimized Emails.
On Dec. 25 alone, 17.4 million new smart phones and tablets were activated, according to Flurry Analytics. The shift to mobile reading of emails is now unequivocally too big to ignore. Whether it’s simple mobile optimization techniques, trickier responsive designs or tech-enabled live content, 2013 is the year to take comprehensive action. There are a handful of brands seen optimizing mobile emails in 2012. These Brands are setting in action in 2013.
2. Special characters in subject lines on fire.
Special characters like hearts, stars, musical notes, etc. were on the fire as many retailers started using them in subject lines last year. It was definitely the biggest subject line trend of the year. That said, a little more than 1% of retailers’ subject lines included at least one special character last year. Monks expect a double fold trends in 2013.
3. Triggered emails – Treat to watch!
While ESPs are making triggered programs progressively easier to set up, these programs do take time to establish and optimize, especially more advanced ones like browse-based emails. That means those marketers that have already invested significantly in triggered emails should enjoy a growing competitive edge over their less sophisticated competitors. Triggered emails also relish higher render rates, Click Through and responses.
4. Pinterest and email integration to grow.
The first uses of Pinterest content and calls-to-action appeared in retail emails in February. By the end of October, nearly 60% of retailers had used a “pin it” button in their emails or promoted their Pinterest boards or a Pinterest-based contest. The holiday season halted most Pinterest-email integration efforts, but in the New Year a further adoption can be expected, more frequent promotion of Pinterest in emails, and more movement beyond simply adding a Pinterest icon that links to a brand’s pinboards.
5. Video in email – Spring up!
HTML5 video will finally deliver on the video in email experience that marketers have long hungered. Last August Avon, Bloomingdale’s and Brookstone all tried HTML5 video and just last week a Walgreens email used it. During the holiday season, fewer consumers open the video based mailers, but it wouldn’t be bombastic to expect many more Brands venturing with HTML5 video in off seasons.
6. Free shipping – Redefined.
Free shipping is losing its oomph as an effective incentive. It has become expected, particularly during the holiday season. In response, retailers are increasingly dropping the minimum purchase requirement. Retailers might be looking to redefine the free shipping buzz word with additional gift cards or year round coupon codes to ensure a value addition.
In doing so, Monks predict you’ll find more opportunities to grow your business than ever before. What are your predictions for email marketing in 2013? Let us know in the comments below!