In recent years, email marketing has been ignored, unnoticed, and declared uncool alongside the rise of social media. However, as emails are becoming a popular tool amongst marketers and is why email is on the rise in 2016.
Brands are slowly returning to email marketing and they are finding that it has new capabilities, expansive integration and powerful uses. Chad White, Research Director at Litmus and author of Email Marketing Rules, explains why email is back on the rise in his article, “Why the Rebirth of Email is Coming in 2016.”
White predicts that we’ll see more positive media stories about email in the coming year. Email has grown to play a significant role in content marketing. Electronic newsletters now have a stronger impact thanks to advancements in personalization, custom content, and analytics.
Email marketing is central to mobile strategy, as reading email is one of the most common activities in regards to smartphone usage. Increased implementation of responsive email design is also resulting in higher conversion rates. The past holiday season was a milestone for mobile shopping, and the momentum is expected to carry into 2016.
Major companies like Salesforce, IBM, and Adobe have acquired email service providers and integrated them into their marketing, customer relationship management, and resource planning suites. 2016 will bring increased integration across business functions.
Personalized emails facilitate customer interaction, prompting subscribers to convert. White also predicts that brands will soon offer checkout options that are fully contained in emails. These advances prove that email marketing is positioned to experience another coming of age in the upcoming year.