What’s Next for Email Marketing?

Posted by Laura Christensen on

As marketers, it’s not enough for us to stay on top of things. In order to be successful, we
have to stay ahead of the game. So it’s no surprise one of the questions I get asked most often is “What’s next for email?” Here are just some of the changes and trends which are shaping the future of email marketing.
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Hyper-Personalization: Today, businesses face an immense amount of competition in the inbox. According to Return Path’s State of the Inbox: Quarterly Snapshot, the average consumer receives more than 500 marketing messages in a given month, yet opens fewer than 1 in 15. In order to combat increasing email volumes and decreasing subscriber engagement, marketers will rely more heavily on the use of data to provide more personalized and targeted products, services, and content within email messages.

Personalized Algorithms for Deliverability: Just as marketers are moving toward email tailored to personal preferences, mailbox providers will continue to take a more personalized approach. They’ll deliver email to the inbox or spam folder based on user behaviors, data, and methods that are even less transparent than today. As a result, subscriber engagement will grow increasingly important for inbox placement.

Analytics and Insight: As more data sources drive hyper-personalization, marketers need to make sure they have the analytics and insight to make sense of data in the future. In fact, MediaSense found 67% of marketers believe data analytics and insight will be critical to their success by 2020.

IPv6: Just as every car needs a license plate number, every device connecting to the Internet needs an IP address. The problem is we’re running out of IP addresses under our current Internet address system, IPv4, so major corporations and mailbox providers have pledged to move to IPv6 by 2020. IPv6 provides enough IP addresses for every grain of sand on all the beaches of our planet, and every star in the galaxy.

Email Authentication: While the move to IPv6 resolves our depleting IP address issue, it also creates a challenge for mailbox providers trying to scan through all of these IP addresses every day. If you do the math, it would take 69,000 years to scan all of the IPv6 addresses at a rate of one million IP addresses per second. With this many IPs, it makes it easy for spammers and phishers to hide and rotate through IP addresses to avoid reputation filters. In order to keep the email channel secure, mailbox providers in the future will stop all unauthenticated emails from reaching the inbox.

The future of email will be better, with personalized algorithms for deliverability and the ability to reach the inbox with hyper-personalized messages; a more secure email channel; and data insights to help you optimize your email program and increase your ROI. Start future-proofing your email program today with recommendations from our eBook 20 Visionary Ideas to Futureproof Your Program.


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About Laura Christensen

Laura Christensen is an Email Strategist on Return Path's Professional Services Team with a passion for helping email marketers exceed subscriber expectations. With over 15 years experience in the email industry, Laura has worked with a broad range of clients to provide strategic, data-driven guidance to increase email delivery, subscriber engagement and revenue. Connect with her on LinkedIn.

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