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Email is still a smart B2B marketing tactic

Email is still one of the top online marketing strategies. Despite being one of the first digital marketing strategies, email marketing has proven to be resilient. In fact, marketers are expected to spend $2.3 billion on email marketing this year. Clearly, marketing departments remain faithful in what this channel has to offer. However, while email marketing has been around since the beginning, it evolves along with the rest of the Internet.

Here are some trends that marketers need to keep an eye on:

Wearable tech
Smartwatches and other wearable devices will enable customers to "triage" their inboxes more effectively. This means they will filter nonessential messages before opening email on a desktop (1). This means creativity and crafting the perfect subject line will be more important than ever.

Mobile devices
Marketers will need to keep mobile as a focal point for email marketing. Subscribers use mobile devices in a similar way to wearable tech, as a way to organize their inbox. Marketers will need to craft inspiring messages that will encourage customers to take a second look.

Location will be an important aspect of email marketing, especially as opens on mobile devices continue to rise. Keeping a subscriber's physical location in mind can make a difference in conversions. For instance, marketers could send a message just to customers that are in the region for a trade show or some other event.

Predictive analytics
Using behavioral data, such as which subscribers have downloaded content or clicked on certain email content, analytics platforms can trigger specific and relevant messages that can drive prospects down the sales funnel.

Most marketers don't take full advantage of visual content in their email marketing. Video is one example of a marketing asset that most companies aren't using to its fullest potential. It's also attention grabbing and communicates a lot of information in a short amount of time.

Email will be the connector
A customer's email address is the key to unlocking a lot of information about them. More than 80 percent of marketers believe that email addresses are going to be used to integrate more marketing channels (2). Even with the rise of myriad channels, email is more relevant than ever.

Email marketing isn't going anywhere, but it will evolve. To remain competitive, marketers will need to evolve too.

1. "Top Six Email Marketing Trends You Need to Keep Pace With"

2. "Four innovations that will shape the future of email marketing"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.