In the context of email marketing, omnichannel strategies can be particularly effective. For instance, a customer might interact with a brand through social media, visit the brand’s website, and then receive a personalized email based on their browsing behavior. This interconnected approach can lead to a more personalized and seamless shopping experience, increasing customer loyalty and boosting sales.
Looking ahead, here are some key trends and predictions for omnichannel email marketing:
- Integration with Customer Data Platforms (CDPs): As highlighted in Oracle’s email marketing trends for 2023, the rise of CDPs makes user experiences with marketing more cohesive. Brands are increasingly focused on unifying and consolidating disparate systems to create a central hub for customer insights and targeting.
- Increased touchpoints: The average consumer uses several touchpoints when buying an item (website, email newsletter, social media, advertisements, etc.). This trend is expected to continue, with email marketing playing a crucial role in this multi-touchpoint journey.
- Interactive emails: As part of an omnichannel strategy, we can expect to see more interactive elements in emails. These could include shopping features and other miniature web experiences that provide a more engaging and seamless experience for subscribers.
- Specific content management: With the rise of omnichannel marketing, content management becomes more complex but also more crucial. Brands will need to ensure that their messaging is consistent across all channels, including emails, to provide a unified customer experience.
This means that businesses that want to stay ahead of the curve need to start building an omnichannel marketing strategy now. By doing so, they can meet their customers where they are and provide a more personalized and seamless shopping experience. This, in turn, can lead to increased customer loyalty and higher sales.
Privacy and security
In the age of data breaches and privacy scandals, consumers are becoming more concerned about their data privacy. According to research by Magna, 74% of consumers highly value their data privacy. This concern extends to email marketing — subscribers expect their personal information to be handled with care.
Businesses that fail to comply with data privacy laws face steep penalties. GDPR violations can lead to fines of up to $22 million or 4% of the company’s annual revenue, whichever is greater. Similarly, violations of the California Consumer Privacy Act (CCPA) can result in $2,500-$7,500 fines per violation.
Looking ahead, privacy and security in email marketing are set to become even more critical. Here are some expected developments:
- New privacy laws: The U.S. is about to introduce a new national privacy law, the American Data Privacy and Protection Act (ADPPA). This law, modeled largely after the GDPR, will have significant implications for businesses, as highlighted by MarTech. For example, to comply with this law, marketers may need to use dedicated Consent Management Platforms to delete users’ personal data on request.
- Increased focus on consent: Email marketing specialists will need to stay on top of privacy laws and know how to do compliant email marketing. You may need to store users’ data in one place and use software to delete personal data if necessary.
- Trust as a differentiator: By committing to data privacy, businesses can build stronger relationships with their customers and differentiate themselves from competitors.
Given these trends, it’s clear that businesses need to prioritize data privacy and security. Not only is this important for compliance, but it’s also crucial for building trust with customers. After all, consumers are more likely to do business with companies that respect their privacy and protect their data.
The dark mode is more than a trend; it’s a future direction for email marketing. As of August 2022, about 34% of email opens were in dark mode, a 6% increase from the previous year.