The trends we likely will see in the 2010 will include an increase in
catering to the swiftly changing choices of individuals who can
determine where, when,
and how they read messages. With the continuing proliferation of
phone crossovers, the traditional paradigm of the "computer user
email" will apply less and less in the future.
Capturing A Fleeting Consumer
2010's consumer is on the go, and the email marketer must keep up with
changing lifestyles. The savvy email marketer of 2010 will provide a
of information channels such as RSS feeds which the customer can
select, or better
yet, are pre-selected for them based on their individual preferences.
of 2010 demands relevance, thus the "batch & blast" and "spray
& pray" techniques
of the past will become totally extinct. Enabling the customer to shape
the incoming communication is a key point to this relevance. Quality
to trump quantity, and email marketers who are able to comprehend
trigger behaviors will benefit greatly.
Your Customer Is Your Friend,
Not Your Target
It will be ever more important to build consumer trust through total
and provide for their opt-in preferences. Once they are welcomed, then
must be fulfilled, and keep updating to fit their requirements. If the
sours, there should be valid alternatives to unsubscribing, again in
suit the client. As many as 7 out of 10 individuals are long term
so the commitment to providing customized information in 2010 and
be for the long haul. Drip campaigns can produce a three fold greater
will become one of the primary B2B vectors in 2010.
Say It In 140 Characters
2010 has been touted by some as the year that email will evolve into a
of innovative forms, overtaken by the explosion in communications
and preferences such as:
mobile applications & SMS
webinars, webcasts &
...and of course Twitter.
is extremely important in the development
of any email
in 2010, as the generation which has been
brought up on texting
is about to enter the workforce: bringing with them their terse, dense,
word blasts, or Tweets. Providing a successful marketing message in 140
or less will prove to be the great art of 2010.
A 2010 Viral Email Pandemic
Given that more than 50% of the entire human race has a text-capable
the potential for this medium dwarfs the conventional "email on a PC"
Therefore, the email marketer of 2010 must provide messages which
on full browsers, mobile browsers, and the basic text screens of the
cellulars. A pandemic of viral emails can be expected in 2010 as email
must develop new ways to encourage their recipients to pass along to
friends, and their "extended family" in social networks. It will be
increasingly important to ensure that these messages can be customized
by the "pass-alonger" by
providing capabilities to have endorsements or comments added.
The basics of proper email marketing will become even more important in
thus behavior-based customization of messages; creative low pressure
lines; clear, display-flexible, user-focused email design; and genuine
bordering on hip quirkiness, will be the keys to success in 2010 and