Email: What Should Marketers Expect in 2014?

Share this article:
Jeannette Kocsis
Jeannette Kocsis

Jeannette Kocsis, EVP of digital engagement at The Agency Inside Harte-Hanks, has witnessed her fair share of marketing trends. Here, three email marketing issues she believes marketers should brace for this year.

1. New mail programs. Technology evolves and email platforms are certainly no exception. Google's popular email program, Gmail, received an overhaul in May 2013. Google unveiled a new inbox for Gmail that uses tabs to separate incoming messages into categories including Primary, Social, Promotions, and Updates. As a result, Kocsis says, “We can expect continued changes to the user experience of webmail clients.” Marketers will need to rethink how they run and deliver their email promotions to take advantage of new features and functionalities.

2. Marketers will need to listen more than ever to audiences.

Errors in judgment regarding content, delivery channel, and frequency can alienate consumers and tarnish your brand. “We can expect that deliverability will continue to be a challenge, as [will be] maintaining mailer reputation,” she says, adding that “when a customer chooses channels, content, and frequencies, their preferences need to be respected.”

3. Mobile will continue to set the bar. By now, many marketers have tired of the mobile-first mantra, but Kocsis says they will continue to hear it this year. more than 1.2 billion mobile web users worldwide, marketers must “design for mobile first, meaning that if it works on mobile, it will be fine everywhere else,” she says. Tips for making email more mobile-friendly include developing an enticing subject line, including a compelling call to action, and making sure you don't inundate mobile users with unwanted messages.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: ...

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?