10 things to look for in email marketing in 2014
TRANSCRIPT
www.kenscio.com
By Sagar Patil (Product Head @ Kenscio)
Segment of One
• Arrival of new complexsystems that derive datafrom Demographics,transactions, web-behaviour etc. for eachindividual
• No One is alike,everyone will fall intodifferent segments
• Data drivenIndividualisation andsubsequent processing ofEmail Contents forbetter targeting
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Personalisation
• Gathering Live Data willbe one essential featureof new Email Marketingstrategy
• Personalisation ofIndividuals on the basisof other aspects such aslocation of opening anEmail, Time of openingetc.
• Increasing mobility ofpeople and wideravailability of differentdevices to open an Emailwill become importantfactor
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Creativity
• No more limitation on creativity for Email contents.
• With Caching, high quality creative can be loaded in a fraction of second
• Other aspects of creativity such as music, audio, videos etc. will play much important role in Email Marketing
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Live Social Angle
• Emails will become muchmore interactive and willbe no more a staticmedium of interaction
• It will be possible to seelive social feeds fromFacebook, Twitter etc.
• You will be able to seewhich of your friendsopened or clicked anemail
• Adding to itsinteractivity, Emails willalso become shareable inSocial media
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Advanced Analytics
• Personalised Email basedon who is seeing it
• Based on the receiver,you can sendpersonalised content
• Based on extensiveanalysis of collecteddata of the readers, itwill be possible to get abetter understanding ofthe readers’ behaviour
• Analytics will play apivotal role for betterunderstanding of Emailreaders
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Predictive Email Marketing
• Predictability of“Customers’ needs” willbecome more importantfor Email Marketing
• Predictions will not bedone in group level, itwill be done in individuallevel
• A lot of tools will becoming up to predictwhat a person is going tobuy, even before thatperson knows about it.
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Multichannel Marketing
• Email marketing will beused in conjunction withmany other channels in2014
• A single tool which willsupport many channelsof marketing will be veryimportant.
• The data from variouschannels will be used tosupport email marketing& vice versa.
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Single View of Customer
• Having a single view ofeach customer willbecome more importantfor Email Marketer
• It will give a betterunderstanding of whatcustomers do at variousother places, time etc.
• This will help inperforming quick andperfect decision making
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Data Enhancement
• Lot of tools will becoming up to make themarketers understandtheir existing customersin a much better way
• Capitalising on otherdata sources, it willbecome easier to cleansethe existing data forEmail MarketingPrograms
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Responsive Design
• Emails will be read moreon mobile devices thanon desktop
• Additionally it will beopened in any kind ofdevices having differentscreen configuration andsize
• Emails will have tobecome intelligentenough to be responsiveand readable accordingto various mobile devicesused by the reader
www.kenscio.com
www.kenscio.com