5 Predictions for Email in 2012

Discussion in 'In The News' started by PushSend, Dec 15, 2011.

  1. PushSend

    PushSend VIP

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    As 2011 comes to an end, rather than reflecting on what has been a good year for the email channel (adoption, sophistication and key metrics continue to rise), it is time to start looking to the future. What should the forward thinking email marketer be considering as part of their email programme for 2012?

    Here are my five predictions for the email channel in 2012:

    1. More emails will be sent than ever before
    Okay, I don’t think I’ll win any prizes for this prediction but it will happen! The DMA/fast.MAP Email Tracking Study this year revealed that consumer approval ratings of email marketing has surged over the last 12 months and that consumers are signing up to receive emails in greater numbers. Savvy email marketers will send more email messages than ever before in 2012, while continuing the focus on relevancy that has seen consumers gain even greater trust in email in 2011.

    2. Responsive design comes to email
    With the continued adoption of smartphones and tablets, website designers now need to consider numerous different screen sizes when designing websites. The technique available to them is responsive web design – a concept that helps the site layout change, according to the user’s computers screen resolution. With mobile devices expected to have an important part to play in last-minute Christmas purchases this year, I think email designers will adopt responsive design in 2012.

    3. Marketers will take greater control of ALL the emails their businesses send
    Many marketers don’t currently control some of the most powerful emails their businesses send. Order confirmation emails are still sent out by legacy “booking engines”, registration emails are controlled by the IT department and email signatures are looked after by the HR team. Yet these additional emails are important elements of a business’s contact plan. In 2012, marketing departments will begin to take control of all the emails their business sends ensuring a consistent message at all touch points.

    4. Sales recovery emails will become prevalent
    In 2011, Listrak reported that only 14.6% of the Internet Retailer 1,000 companies sent a shopping cart recovery email. This is despite shopping cart abandonment rates continuing to rise. This type of email is simple to set up and, from my experience, is one of the most powerful emails a business can send, delivering a near instant return on investment. In 2012, more businesses will be turning them on.

    5. Best practice will become bad practice
    Well not quite, but it made a good title for my bullet point! For a long time now, many email marketers (including me) have focused on best practice. The correct format of an email, things like the right balance of images to text and where to place your unsubscribe link. In 2012, if you want your emails to really perform it is time to rip up the rule book and try something different. Don’t be surprised to see emails that scroll horizontally, contain audio clips, utilise only graphics or contain no company logo, as marketers strive to break the rules to stand out from the crowd.

    How many of the above predictions will become reality in 2012? Only time will tell, but one thing is for sure, if marketers continue with the progress they have made with email this year, 2012 promises to be a very good year.



    source: DMA
     
  2. airin

    airin Member

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    My 2012 prediction is that all of the mailers on here will be working with Crush Ads by the end of the year! :rofl:

    Seriously, #2 will be a big part of our 2012 focus. Making sure that our partners don't lose money because creatives and sites aren't mobile optimized.
     
  3. emailjedi

    emailjedi VIP

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    We were doing #4 for our ecommerce software as early as 2002. We have recovered over 35% on average of abandoned sales by doing so. I am really surprised more people are not working on cart abandonment as transactional emails get OPENED and responded to a lot more than promotional emails.

    Another thing we do that I think companies should implement or work on is to send a related offer (ie upsell) in a TRUE Transactional email (ie a receipt). This has been proven to add an additional 10 - 35% to the average order.

    Transactional emails are definitely a wasted space for the most part.
     
  4. DKPMO

    DKPMO VIP

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    Prediction #1: Everyone and their grandmother will keep making predictions.
     
  5. JohnFarrell

    JohnFarrell VIP

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    Who the heck wouldn't do that with car abandonment? The was one thing I did a long time ago when working on an e-commerce package. It's pretty much common sense.
     

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