By Scott Heimes
What’s on the horizon for email marketers this year? Columnist Scott Heimes shares his predictions on the email marketing trends that will take shape in 2018.
The new year is here, which means many brands are looking for new ways to spice up their marketing strategy. That means considering changes to everyone’s favorite channel, email.
Email was still brands’ preferred medium to communicate with customers in 2017 and will continue to be so well into the future. Still, 2018 may hold some surprises for the 40-year-old communications standard that marketers should be aware of.
Sit back, relax and ring in the new year with a few new — and old — email trends that can make your marketing strategy stand out.
1. Personalization through lists
Personalization is nothing new, but it’s poised to go into overdrive in 2018. No, we’re not talking about customizing subject lines — that’s no longer enough. What we’re talking about is list segmentation.
List segmentation has been around for a while, but it can up your personalization game by placing your users into lists based on user demographics, interests and other rich data available to you and your brand. This can make it easier for your organization to send information to recipients that’s relevant to their interests, increasing the chances that your message will be opened.
Keep an eye out for list segmentation in 2018, especially as standards evolve and organizations become more familiar with the methodology.
[Read the full article on MarTech Today.]
By Scott Heimes
Scott Heimes serves as Chief Marketing Officer at SendGrid, where he is responsible for the company’s brand strategy, driving demand for its solutions and leading global marketing operations. Scott oversees corporate marketing, demand generation, corporate communications, partnerships and alliances, international expansion and SendGrid’s community development team.
