Have the predictions we made in 2016 about the future of email marketing in 2020 come true?

At this post we did in 2016, we analysed a study by Litmus where different experts suggested what email marketing would be like in the near future, specifically in 2020. Now, four years later and the date has arrived, we want to look back to analyse whether or not the predictions have really been fulfilled.

At that time, experts predicted a very promising future for email marketing, with clear expectations of remaining in force as a channel over the years and with a greater weight than it had at that time. In fact, in the study 46.5% of users and professionals surveyed believed that the return on investment (ROI) of email marketing would be higher. The truth is that they were not wrong. The latest DMA report, Email Marketer tracker 2019 shows how the ROI of email marketing stands at little more than £42 per pound spentan increase of almost £10 since the previous study. It is undoubtedly a fact that shows that the ROI of this channel is steadily increasing. Marketers are even measuring and considering ROI more than ever before, they say. 

Another aspect that we highlighted in the article was that email marketing will increasingly focus on connecting with each user on an individual level, i.e. in a personalised way. 30-40% of users and professionals surveyed believed that in 5 years email marketing would be fully personalised and integrated into other channels.. Recall that, at that time, both personalisation and automation of email campaigns were not considered a prerequisite in an email marketing strategy. They were at a very early and basic stage, as they were elements that added value to the campaigns of those who were more "on the cutting edge" in this area. However, the predictions of the experts have come true. Personalisation and automation have gone hand in hand to offer users a complete and highly satisfactory experience. Digital Response can vouch for this. Like we tell you aboutIn the past 2019, we automated a total of 15 programmes for our customers, a fact that shows that they are nowadays already considered basic and indispensable elements for make good use of the channel, have a comprehensive email strategy, save time and costs and offer users valuable content according to their profile, behaviour and preferences..

In the same way, it was predicted that email marketing in 2020 would be the channel that would integrate best with other channels and, at the same time, enrich them. We would agree that both in 2019 and in the current year, we have seen how the implementation of push notifications has been on the rise and hand in hand with email. There are many brands that already have an email marketing strategy in place, and many of them are already using it. push notifications fully coordinated. Likewise, integration with social networks has been reinforced. For example, making campaigns that are launched on the ground visible, promoting competitions, etc.

So, what will email marketing look like in 2025? Which elements will evolve and which will become obsolete? Will the ROI follow this growing trend? We will save all these questions for a new post with our predictions.