The Future of CX with Larry Ellison
6 automated customer lifecycle marketing trends for 2016
Automated customer lifecycle marketing will be the future of email marketing
To look forward to the future of email marketing 2020 – a new report I have contributed to from Litmus, I believe we need to look back to appreciate how little the support for marketers from email marketing platforms has evolved to deliver customised lifecycle messaging. Frankly, I have been amazed how few companies have adopted email as a strategic communications tool for personalised, behavioural based email across the years since I started training on email marketing in 2001.
Research on the adoption of email targeting still shows us a reality where the majority of email marketing involves either no segmentation at all or targeting of just 4 to 6 segments.
So, by the end of 2016 I’d like to see more support within platforms to deliver on the promise of Email Marketing Automation including:
Today the Single Customer View is still a myth for most businesses. Let’s hope this can change if the integrations within Marketing Cloud services improve such that email is just part of the overall digital experience across website and mobile interactions integrated with apps and messaging systems provided by messaging systems like Facebook’s Messenger. But will this happen? Platform vendors have just 4 or 5 years to achieve this; not long given how well-established email marketing is.
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