10 things to look for in email marketing in 2014

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