{"id":12648,"date":"2021-02-02T14:52:10","date_gmt":"2021-02-02T14:52:10","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=12648"},"modified":"2021-02-02T14:52:10","modified_gmt":"2021-02-02T14:52:10","slug":"email-marketing-trends-for-2021","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/email-marketing-trends-for-2021\/","title":{"rendered":"Email Marketing Trends for 2021: Experts speak up"},"content":{"rendered":"
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As we do every year in Digital Response, we want to reflect on the key elements that will lead the Email Marketing field this coming year.<\/p>\n\n\n\n

However, this time, we do it alongside prominent professionals who also want to share their point of view with you. <\/p>\n\n\n\n\n\n\n\n

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In 2020 we saw how the Covid-19 crisis accelerated the digitalization of many aspects of society by having primarily analogic activities joining the digital wave (in the US, during the first three months of the crisis, 250 million students went from attending class to having online classes), or by increasing the mass of online users of many businesses (Diney+ accomplished in 5 months what took Netflix 7 years in terms of users)\u00b9. <\/p>\n\n\n\n

In such a context, I believe Email Marketing teams will have to optimize campaign production processes if they want to be efficient. With short times and a high level of demand (both quantitative and qualitative) from marketing management, Email Marketing teams will find themselves forced to implement agile management models and exploit the full potential of the current project management, team collaboration, and digital assets management tools. Furthermore, the need to justify marketing technologies’ ROI will push Email Marketing teams to delve deeper into content personalization, segmentation, and automation. <\/p>\n\n\n\n
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\u00b9 Fabius, Victor; Sajal, Kohli; Timelin, Bj\u00f6rn; Moulvad, Sofia (2020). Meet the next-normal consumer. McKinsey & Company<\/em>. Retrieved from: https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/meet-the-next-normal-consumer<\/a><\/p>\n\n\n\n
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Jordi Puig<\/a><\/strong><\/p>\n\n\n\n

CEO - Digital Response<\/a><\/p>\n\n\n\n

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n the last 9 months of 2020 COVID accelerated the speed in which people were buying online by as much as 5 times. And of those there is a wide variation between purchasing Online  (Ecommerce) v\u2019s a Mobile device (Mcommerce), and Ecommerce businesses, usually the larger ones, have capitalised on Mcommerce by enhancing the user experience with mobile apps, leveraging mobile push messaging as the main channel to grab consumer attention and drive deeper levels of engagement.  However, as Ecommerce takes a giant leap forward many companies will rely on Email Marketing as the lowest cost and highest return on investment channel-of-choice to enhance the customer experience and improve Customer Lifetime Value.  And as MarTech become easier to use, capabilities increase, and as MarTech prices fall, there\u2019s no excuse for not orchestrating your Customer Journeys across email and any other channel your customer engages with your brand on.  <\/p>\n\n\n\n

The real challenge for marketers facing a whirlwind of chaos in 2021, is to execute the activities that\u2019ll deliver the most consistent growth!<\/p>\n\n\n\n
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Alex Abbott<\/a><\/strong><\/p>\n\n\n\n

Managing Director - MKTGmanago<\/a><\/p>\n\n\n\n

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2020 forced us to telework to remain effective. In 2021 we will have to do things even better, with a very high level of quality, in order to be able to compete and stand out. This, applied to Email Marketing, entails that small errors that perhaps, until now, were not a big deal are now going to penalize us. Email Marketing will have to become even more relevant for consumers and, to accomplish that, we will have to become experts on segmentation, personalization, and automation. We will have to send each person only that which could actually be attractive to them and make the inbox a helpful place, instead of a waste of time for the consumer. <\/p>\n\n\n\n
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Paula Quir\u00f3s<\/a><\/strong><\/p>\n\n\n\n

Salesforce Marketing Champion - Cloud Coachers<\/a><\/p>\n\n\n\n

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My Email Prediction for 2021 is the adoption of AI-Powered Prediction technologies. 2020 taught brands communicating in a personal way with individual consumers via digital channels isn’t \u00abnice to have\u00bb, it’s imperative. The biggest challenge here is that scalable predictions & personalization in this manner is really hard to achieve. AI-Powered Prediction technologies lift this burden. They help marketers quickly create personalized email experiences that take in more data i.e. CRM & live website interactions and provide improved results beyond what they alone can achieve.In 2021, these technologies have matured. The prescriptive \u00abBlack Box\u00bb AI tech of the past slowed adoption, but they’ve now been replaced by easy to use and quick to implement solutions. There are challenges that come with new tech adoption, however, compared to the potential benefits and time savings, the time to start is now!<\/p>\n\n\n\n
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Henry Ross<\/a><\/strong><\/p>\n\n\n\n

Sales Manager - Kickdynamic<\/a><\/p>\n\n\n\n

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For years we heard that saying, \u00abEmail is dead… long live email.\u00bb However, 2020 speeded up companies’ digital transformation process, and Email Marketing became one of the most relevant channels for many of them. <\/p>\n\n\n\n

More email campaigns were sent than ever before (25% more than before Covid-19) but, at the same time, trying to be as relevant as possible. <\/p>\n\n\n\n

Email Marketing has dramatically evolved during these last few years, incorporating different technologies and trends that we will see in 2021: <\/p>\n\n\n\n