Anytime I see someone complain that email marketing is old and hasn’t changed in decades, it just confirms for me that they don’t know anything about email marketing. The truth is that the channel has changed dramatically.
These changes are top of mind for me personally as I just marked the 10-year anniversary of releasing the 1st edition of Email Marketing Rules by releasing an updated and greatly expanded two-volume 4th edition. As I note in the Preface of the 4th edition, the last 10 years have seen many changes, including:
- CASL, GDPR, and CCPA have all gone into effect
- Email can be read on smart watches or be read aloud by voice assistants
- Tabbed inboxes were introduced by Google, Microsoft, and others
- Marketers gained the ability to create interactive emails using CSS and AMP for email
- Rich preview content can be created using schema and Email Annotations
- Emails can be designed using modular email architecture
- Dark mode is an option in most inboxes
- New privacy features, such as Apple’s Mail Privacy Protection and the sunsetting of third-party cookies
- Artificial intelligence and machine learning have gained roles in selecting audiences, determining email content, picking send times, writing copy, and more
- Orchestration of email with other channels has become much easier and increasingly vital in order to deliver great customer experiences
- Cross-channel customer data can be centralized in customer data platforms (CDPs) and other systems
That’s a lot of change! And, frankly, much of that has transpired since the 3rd edition was published in 2017. More importantly, several of those changes are major contributors to three trends that be major drivers of the next 10 years of email marketing:
- Tighter privacy restrictions
- Better omnichannel orchestration
- More machine learning and AI
For a full discussion of each of those trends, watch this on-demand webinar.
We hope you enjoyed our “10 Years of Email Marketing Rules: What’s Changed & What’s Next” webinar. Some of our other on-demand webinars include:
- How & Why to Evolve Your Loyalty Program
- The Biggest Shifts in Email Marketing Trends for 2023
- Creating & Maintaining Effective Automated Campaigns
- Content Planning: Advice from Oracle’s Global Digital Marketing Agency
- Loyalty: KPIs that Go Beyond the Transaction
- How to Transform Your Customer Experience with a CDP
- Priorities for a Mail Privacy Protection World
- Modular Email Architecture: The Next-Generation Template
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Need help with your email marketing program? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Oracle customers create stronger connections with their customers and employees, even if they’re not using an Oracle platform as the foundation of that experience. Our award-winning specialists can handle everything from creative and strategy to content planning and project management. For example, our full-service email marketing clients generate 24% higher open rates, 30% higher click rates, and 9% lower unsubscribe rates than Oracle Responsys customers who aren’t.
For help overcoming your challenges or seizing your opportunities, talk to your Oracle account manager, visit us online, or email us at OracleAgency_US@Oracle.com.
Want to better understand your email marketing risks and opportunities, take advantage of our free Email Marketing Assessment. Our experts will check your deliverability, review your email creative, audit your signup process, do a partial competitive analysis, and more. If interested in this free assessment, reach out to us at OracleAgency_US@Oracle.com