{"id":6124,"date":"2024-01-11T19:52:20","date_gmt":"2024-01-11T19:52:20","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/2024-predictions-email-captures-marketers-attention\/"},"modified":"2024-01-11T19:52:20","modified_gmt":"2024-01-11T19:52:20","slug":"2024-predictions-email-captures-marketers-attention","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/2024-predictions-email-captures-marketers-attention\/","title":{"rendered":"2024 Predictions: Email captures marketers\u2019 attention"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>When done right, email is an effective low-cost channel that speaks directly to the customer. In 2024, this channel will grow in importance as marketers deal with <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/2024-predictions-data-and-ai-on-marketers-minds\/\" target=\"_blank\">the deprecation of third-party cookies and other privacy challenges<\/a>.<\/p>\n<p>Marketers will continue to refine their email strategies because the payoff can be substantial. A full 58% of consumers say they\u2019re positively influenced by email about purchase decisions, according to a new survey of 1,000 consumers by media technology company Adlook. Only 27% say they\u2019re influenced rarely by email, and 16% report no impact.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>Here are some of the ways marketers will improve their email programs in the year ahead.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-higher-content-value-in-emails\">Higher content value in emails<\/h2>\n<p>In the new year, marketers will pivot from sending low-value deals to sending valuable content that builds relationships between brands and their customers.<\/p>\n<p>\u201cWe are seeing brands embrace the idea of sending value emails earlier in customer journeys,\u201d said Andrei Marin, co-founder of email marketing agency CodeCrew. \u201cHistorically, new brands \u2014 a CPG for instance \u2014 will send general \u2018spam\u2019 emails with \u201850% off.\u2019 Now we\u2019re seeing the peak hit a lot earlier where brands, realizing the email space is crowded, will send more valuable content to their subscribers a lot earlier. They\u2019ll actually provide the subscribers with something more than a buy-one-get-one (BOGO) offer.\u201d<\/p>\n<p>\u201cIn today\u2019s noisy online world, email stands out as the key to capturing both intention and attention,\u201d said Jon Beck, CRO of marketing technology platform LiveIntent. \u201cWith fewer ad spaces and a clutter-free environment, it\u2019s the perfect vehicle for making a lasting impact and audience connection. In fact, it\u2019s what\u2019s behind the meteoric rise of Substack and The New York Times\u2019 growth to over 9 million digital subscribers. And it\u2019s why every publication you read now has a dozen newsletters.\u201d<\/p>\n<p>Brands are looking to capture this interest in reading email for content by giving up some of their special-offers messaging.<\/p>\n<p>\u201cWe\u2019re seeing a walk away from a race to the bottom when it comes to discounts and profit margins,\u201d said Marin.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-b2b-email-campaigns\">B2B email campaigns<\/h2>\n<p>Email campaigns aren\u2019t just for consumer brands. In the year ahead, expect to see more B2B organizations adopting and implementing email efforts to engage their customers.<\/p>\n<p>\u201cWe\u2019re seeing more B2B-related email marketing,\u201d said Marin. \u201cA lot of B2B businesses are embracing the idea of running email marketing while, historically, they\u2019ve relied on more of a full sales team to get the word out about their business. Now they\u2019re collecting email leads and actively doing email outreach.\u201d<\/p>\n<p>In the B2B use case, emails don\u2019t carry the risk of interrupting a prospect during a busy work day. As a more passive channel, email provides details about a customer journey that a B2B customer can act on at their convenience. This is one big reason why more B2B marketers are using email, according to Marin.<\/p>\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h3 class=\"wp-block-heading has-text-align-center has-text-color\" id=\"h-take-martech-s-2024-salary-and-career-survey\" style=\"color:#000000\">Take Martech\u2019s 2024 Salary and Career Survey<\/h3>\n<p>From AI to layoffs, it\u2019s been quite a year. We\u2019d like to know how it\u2019s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-importance-of-email-as-a-logged-in-channel\">Importance of email as a logged-in channel<\/h2>\n<p>\u201cBusinesses will be turning to logged-in channels like email to build owned audiences and direct relationships,\u201d said Beck. \u201cUnlike other channels that rely on unpredictable algorithms, email thrives outside of those data-hogging walled gardens. And it\u2019s emerged as an excellent source of first-party data.\u201d<\/p>\n<p>\u201cWe anticipate a significant increase in the importance of email marketing for retailers, which is poised to become even more crucial for gathering first-party data and driving personalized campaigns in a cookieless, privacy-centric marketing landscape,\u201d said Andrea Polonioli, senior product AI marketing manager for enterprise software company Coveo.<\/p>\n<p>Polonioli added: \u201cAs Google phases out third-party cookies in 2024, the marketing world is preparing to shift away from third-party cookies, following many years of anticipation. This change means that marketers will face the challenge of effectively collecting and utilizing first-party data while maintaining respect for consumer privacy.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-changes-to-bulk-email-policies\">Changes to bulk email policies<\/h2>\n<p>Email marketers shouldn\u2019t be spooked by upcoming changes to bulk email policies at email providers, according to Alexander Melone, co-founder at CodeCrew. Instead, these policy changes reinforce the best practices that email marketers should already have in place.<\/p>\n<p>\u201cGoogle, Yahoo and others rolling out new policies for spam filtering and inactive accounts adds to the critical importance of marketers\u2019 proactive stewardship of email data,\u201d said Tom Burke, CEO, at email technology company AtData.<\/p>\n<p>\u201cAlthough email marketing will hit somewhat of a saturation point, consumers will continue to value and appreciate highly personalized emails from their favorite brands,\u201d said Alicia Pringle, senior director of online marketing at customer experience company Newfold Digital. \u201cBrands should capitalize on this desire for personalization to increase the likelihood of their messages landing in \u2018focused\u2019 email inbox tabs, rather than bucketed into \u2018other\u2019 or \u2018promotions.\u2019\u201d<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know\/\" target=\"_blank\"><strong><em>New rules for bulk email senders from Google and Yahoo: What you need to know<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-ai-to-improve-email-content-processes\">AI to improve email content processes<\/h2>\n<p>\u201cThe AI buzz will continue to strengthen, forcing emailers to incorporate more machine learning into creative, segmentation, traffic routing, and scheduling,\u201d said Arin Reyna, SVP of email solutions at identity and email company Stirista. \u201cA level of AI has been part of ESPs for quite some time, but now the human elements, like creative design and copy, may be under attack from the AI mob.\u201d<\/p>\n<p>\u201cGenerative AI can enhance the content development process and equip marketers with the tools they need to deliver the best user experience to their consumers at every touchpoint, from personalized marketing materials to seamless customer service encounters,\u201d said Aruna Ravichandran, SVP and Chief Marketing &amp; Customer Officer at Webex by Cisco. \u201cAs marketing teams begin to see positive outcomes like increased engagement, open rates, and ROI for advertising campaigns, internal teams will also reap the benefits. With their time freed up by leveraging generative AI for content and campaign development, employees can collaborate and innovate on higher-level, strategic initiatives.\u201d<\/p>\n<p>Ravichandran added: \u201cBrands will look to AI tools to unlock even deeper insights into consumer behaviors, which can be used to personalize messaging and visuals that resonate with and drive engagement among various audience segments.\u201d<\/p>\n<p>\u201cI see a big continuation of the interest of AI beginning to actually come full-steam,\u201d said Melone. \u201cThat being said, I\u2019m not going to say whether or not that\u2019s the best thing for companies. There\u2019s still a lot for AI to improve upon. Businesses should make sure that best practices are in place before even considering adding AI capabilities.\u201d<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/2024-predictions-email-captures-marketers-attention\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When done right, email is an effective low-cost channel that speaks directly to the customer. In 2024, this channel will grow in importance as marketers deal with the deprecation of third-party cookies and other privacy challenges. Marketers will continue to refine their email strategies because the payoff can be substantial. A full 58% of consumers [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5992,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2024 Predictions: Email captures marketers\u2019 attention - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/2024-predictions-email-captures-marketers-attention\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2024 Predictions: Email captures marketers\u2019 attention\" \/>\n<meta property=\"og:description\" content=\"When done right, email is an effective low-cost channel that speaks directly to the customer. 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