It’s easy to say with confidence that the email landscape of 2020 will be defined by the investment and effort organizations put into their programs. Here are 3 predictions for email marketing and the role it will play in marketing in 2020.
1. Thinking Beyond the Inbox – Demise of the “Email Service Provider”
In the past few years, a shift emerged where traditional email service providers explored new territory with mergers and acquisitions, new platform interfaces, and rebranding to become marketing clouds. In 2020, we’re likely to see few competitors describe themselves as “email service providers.” Despite name rebrands, an ESP is not a marketing cloud. For email marketers looking to advance, they need to find a way to put email in context of other channels and be sure the marketing platform they’re using lets them do that.
2. Director of Email is CMO’s Right Hand
Traditionally, email marketing fell under the umbrella of a larger digital marketing strategy – a sort of bolt-on task assigned on an ad-hoc basis or to entry level practitioners. But the profession has changed, and today’s email marketers are entering the field with more technical prowess than ever before. Armed with solid marketing strategy, deep knowledge of data, and cutting-edge proficiencies, 2020’s practitioners will be coveted assets. In fact, smart companies that recognize the value of email marketing will retain top talent by offering tenured career opportunities within the company.
3. Contextual Data Will Be King
Today’s consumer can be anywhere doing anything when checking their email. For the email marketer, 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 and drive specific content in real time to subscribers will become the status quo. While only the most advanced programs are using or looking to use these data points now, new integrations and technology will create opportunities for marketers to gain competitive advantage by applying and executing data based on trends that are unique to the business.
We are on the cusp of a golden era of email marketing where technology enables reliable, personal interactions between people and brands. Savvy marketers will embrace new technologies, allowing them to more clearly create one consumer experience, regardless of channel. Digital communication will evolve and while no one can predict the future, one thing is perfectly clear – email marketing is sure to be part of it.