13 Experts Prediction On Future Of Email Marketing in 2020

Introduction

Come forth and venture into our time machine to the future of email marketing with our reviews on all email marketing trends and predictions.

“What is the Future of Email Marketing in 2020?”

That’s the question we presented to 13 experts for the report of our Email Marketing in 2020.

Their answers predict dramatic changes in personalization, automation, interactivity, consistency, and significantly more.

In this piece of content, we’ve chosen our preferred predictions from each of our 13 contributors. Appreciate this look at the fate of email marketing!

Here is their view on email marketing trends and patterns and how they can help your email marketing strategy.

IAN BRODIE

#1
Social Media
Author Bio

Ian Brodie works with consultants and coaches to help them get more clients without needing to become super-slick salespeople, tech experts or spend all their time on marketing.

I believe we’re going to see 3 things:

  1. Increasing sophistication. That means more people will be segmenting better and basing the emails they get on who they are, what they’re interested in and what they do – rather than just blasting out the same email to everyone.
  2. There’ll be a big emphasis on deliverability. The best written, most sophisticated email campaigns in the world won’t work if they don’t get through to the inbox. And these days that means understanding and optimizing for deliverability on Gmail. According to tests done by deliverability expert Chris Lang, 70% of personal emails are managed by Gmail and about 50% of corporate email. If you don’t understand how to ensure your emails get to the primary tab and not promotions or spam, you’re going to have problems making an impact in 2020.
  3. We’ll see the early stages of convergence between email platforms and messaging platforms. Messenger bot platforms like Manychat have duplicated lots of the functionality of email marketing automation tools. That will continue, and we’ll see similar things being done on other platforms like WhatsApp. Eventually these tools are going to converge.

TED RUBIN

#2
Social Media
Author Bio

Ted Rubin is a leading Social Marketing Strategist, Photofy CMO and Various Advisory Boards… Author/Speaker/Provocateur. Ted was Chief Social Marketing Officer of Collective Bias.

An email marketing list, and the marketing that follows, is not simply about numbers… it’s about adding value to both your brand AND the consumer. Unfortunately, too many are simply banging away at the numbers.

Consumers do not owe you their attention, and they certainly do not owe you their “permission.” We need to EARN it… permission is earned through quality content and offers, genuine interest in and deep understanding of consumer preferences/needs, and a consistent track record that builds trust. Keep the trust, keep the permission, keep the customer.

It’s not just the volume or brilliance of content that matters, it’s how that content relates to them. If content is not relevant, it’s nothing more than a waste of your time and a reason for the consumer to take away permission for ongoing interaction with you.

People must come first – in your growth strategies, in your marketing plans, and in every interaction that you have. Brands are running headlong into brand equity destruction through incessant overuse of their email list and “permission,” and incessant digital spamming. This is killing brands, and brand equity for the long-term. How many brand managers, and more importantly CMOs, bother signing up for their own email distribution lists…? I would venture a guess close to zero. The thought process around Customer Experience must start including the Customer’s Experience with your Marketing…. especially your Email Marketing.

JOSEPH YAACOUB

#3
Social Media
Author Bio

Joseph is a leading communications consultant, trainer and digital strategist in the Middle East. He was one of the earliest to educate businesses on the importance of digital in Lebanon. He consulted 100+ clients across different countries.

Email marketing will be evolving day after day creating a truly integrated experiences, we are talking about highly dynamics emails which will drive interaction & have a high ROI for businesses. On the other hand, Mobile email clients are now the most popular; this shift from reading emails on laptops, to reading them on mobile has changed the way most emails are designed. Email copy will be shorter, and more focused.

DELA QUIST

#4
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Author Bio

Dela Quist is the Founder and CEO of Alchemy Worx the first and largest digital agency with a 100% focus on email with offices across the world. Dela is an internationally renowned email marketing thought leader who uses innovative data analysis to challenge many of the myths and preconceptions in the industry.

In 2020 I believe (Email) Marketers are going to have to (re)learn how to market the traditional way, which is based on maximizing Reach and Frequency rather than using algorithms to target people based on their previous behavior.

The impact of GDPR – which gives individuals “the right NOT be targeted solely based on automated processing” [that] “significantly affects him or her”, as well as the right to have those decisions explained, and to challenge them – will begin to bite. Responding to these requests is very expensive and will tip the balance back in favor of marketing to personas rather than individuals.

ADAM HOLDEN-BACHE

#5
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Author Bio

Adam Q. Holden-Bache is the author of “How to Win at B2B Email Marketing: A Guide to Achieving Success.” Adam’s book guides readers through all aspects of a B2B email program, including strategy, data, design, delivery, testing, and analysis.

The future of email is more personalized, more automated, and more interactive. Email is improving the subscriber experience by getting closer to 1:1 personalization. Emails will also become more automated as brands move towards email marketing that responds to user behaviors and interests. Artificial Intelligence will continue to improve and will provide marketers with an easy way to create or improve communications. And interactive emails should start showing up more frequently in the inbox as marketers evolve their message with the goal of improving engagement and standing out in the inbox.

KATH PAY

#6
Social Media
Author Bio

Kath lives and breathes email marketing and is recognized as one of the UK’s leading Email Marketers and is one World’s Top 50 Email Marketing Influencers. As CEO and Head Consultant of Holistic Email Marketing, she devotes her time to developing customer-centric journeys using a holistic, multi-channel approach.

The future of email marketing is incredibly bright. Email is one of the few marketing channels that spans the full customer funnel. From awareness to acquisition to keeping customers engaged to nurturing to upselling & cross selling to preventing churn. But its strengths don’t stop there.

Due to the email address being a unique ID, email has always led the way in personalization and I believe that 2020 will be a year where, not just large brands with large budgets will be enhancing their personalization strategy but smaller brands with more humble budgets will be doing so as well.

Machine Learning is being implemented into email technology faster than a speeding ticket. And when you combine this innovative technology with email marketing being a push channel that uses automation to drive incredible results – well, you have a winning channel at personalization. One that brings not only delight to the brand but also to the customer with their personalized offers being delivered into their inboxes.

SAM HURLEY

#7
Social Media
Author Bio

Sam Hurley is a lateral-thinking, people-focused digital marketer — holding solid experience in both agency and client-side settings. He now runs his own global personal branding and influencer marketing business: OPTIM-EYEZ

There is a relatively new development in the email marketing world that adds a fancy layer of interactivity to subscriber communications.

I’m talking: AMP for Gmail.

It’s a way for businesses to encourage deeper engagement by offering audiences the ability to explore and penetrate content right from the comfort of their Gmail inbox (and Gmail only, **for now**).

This reduces friction because subscribers don’t need to wait for a browser to open and different content to load — it’s all instant on the email message itself!

You can imagine how this creates vast potential for in-email purchases etc. in 2020 onwards.

I believe B2C eCommerce brands will experiment and gain best results from this strategy as it becomes more widespread, due to the brisk nature of consumer conversions (perfectly suited to AMP tech).

JUSTINA BAKUTYTE

#8
Social Media
Author Bio

Justina is a seasoned content creator with experience in blogging, news reporting, SEO articles, and content marketing. Having worked for companies like Bored Panda, A Plus, Konbini, and others, she is now delving into the B2B market and oversees content efforts for SaaS startup Whatagraph.

I believe the pressure from the industry will force email clients to start incorporating rich snippets in their results. The simple premise that your email campaign – no matter how awesome and personalized it may be on the inside – still depends on one line of text (and the pre-header, if you’re lucky) simply doesn’t cut it. Even search ads include rich snippets, and I believe that may be the next step for email. It may not be THE step, but it would be substantial to have even more people turn to email marketing as a viable revenue source.

JOHN RAMPTON

#9
Social Media
Author Bio

John Rampton is an entrepreneur, investor, and startup enthusiast. He is founder of the calendar productivity tool Calendar.

The future of email marketing in 2020 will be powered by machine learning algorithms to help companies craft individual emails to prospects based on available data, offering the most personalized approach to this channel rather than focusing on segmented email blasts with the same formatted information for everyone on the list. Email marketing will become a place for those personal conversations between your brand and a prospect or existing customer.

JACOB CASS

#10
Social Media
Author Bio

Jacob Cass is a prolific graphic designer & branding expert who runs the popular design blog, JUST Creative, which doubles as his award-winning branding & design firm. Jacob helps brands grow by crafting distinctive logos & brand identities that are backed by strategy.

Open rates are declining and the noise is rising. To ensure your emails cut through that noise and get opened each and every time, you must build trust with your customers and this begins from the moment they first come into contact with your brand. Often this first contact is through your website, so for whatever lead magnet you provide, you should over deliver! Your welcome email needs to give major value, show who and what you’re all about and the value that they’re going to get from subscribing to you. So, to recap, if you build TRUST and provide major VALUE in 2020, your email marketing will be the road to success!

JON BRADSHAW

#11
Social Media
Author Bio

Experienced Co-Founder with a demonstrated history of working in the computer software industry. Strong business development professional skilled in Search Engine Optimization (SEO), Business Planning, Sales, Market Research, and Management.

The future of email marketing in 2020 is all about video content that speaks directly to the recipient. It’s going to be about personalization with short messages that talk to that specific lead or customer based on the data you have about them.

DREW NEISSER

#12
Social Media
Author Bio

Drew Neisser is founder & CEO of Renegade, the NYC-based strategic boutique for B2B innovators. Uniquely wired as both strategist and writer, Drew has helped dozens of CMOs unleash their inner renegade and told the stories of over 350 marketers via the #2 podcast for CMOs called Renegade Thinkers Unite.

The future of email will punish the average. If your headline is average, no one will open it. If your copy is average, no one will read it. If your list or tech is average, no one will see it. Don’t be average. Only those with highly relevant content that inspires, enlightens and entertains will cut through.

DENNIS YU

#13
Social Media
Author Bio

Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults.

Email marketing will be more chat-like– shorter snippets, dynamically triggered by interaction. Messages have short videos and humor, just like communication between close friends.

In the same way, the communication mega trend is shifting from books to videos for the younger generation.

If 75% of emails are opened on mobile in 2019, expect that number to increase, as well as chat replacing more of email communication– in the same way that on-demand video (social, Netflix) is displacing broadcast TV.

For those who see this unavoidable trend, create your customer sequences independent of email or other channels. View email as one of many channels that customers can engage with us. So they could initially come in via Facebook, then shift to email, then to web chat, then to the phone, then to in-store, or any combination.

Shift your marketing from being channel-silo dependent to being topically focused– by area of expertise and customer journey. That means each of your people must learn all the channels, instead of having one tool specialist per channel.

About Author

Shawn Hadden is a digital marketing strategist. He provides innovative and results-driven internet marketing solutions so that business owners become even more successful in their chosen fields of endeavor.

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