It's the end of the year, you're not going to escape it, predictions, retrospectives, all that... clap première!
On January 7, 2013, I presented my predictions (or rather my wishes) for the year 2013. So what do you think? What is the success rate?
1. Won - Email on mobile devices: The top priority of the year
There's not much to comment on, responsive design in email marketing has very clearly been one of the main topics of the year. That's not to say that everyone is on board, but the biggest advertisers have moved and everyone else is aware that it will have to be done.
Email, for this type of evolution, has an advantage, it is much lighter to transform. However, many email strategies on mobile are still blocked because the websites and landing pages are not adapted.
Can we talk about generalization in 2014? We can hope so, but there is now a lack of skills to get there. We don't do responsive in emailing like we do for the web and too few designers and HTML integrators have taken the time to learn.
2. Lost - Big Data: Start real exploitation with emailing
We continue to talk about it, but it must be said that in practice the changes are not spectacular. The platforms capable of exploiting the power of Big Data are still very few and often more expensive than others.
This creates a big difference between advertisers. The biggest ones have started, the smallest ones have other priorities. And even with the biggest, when we see the non-respect of some emailing basics, we say to ourselves that there are more urgent things to manage.
Need help?
Reading content isn't everything. The best way is to talk to us.
3. Lost - User experience: Emailing at the center of the "Customer Journey Map
Here again, developments are too slow, mainly for the same reasons as for Big Data. However, many studies confirm the superiority of strategies based on user experience and scenario automation. Perhaps there is still some education to be done in this area.
4. Won - One absent: Social (except for its data)
This one I'm glad I won. The "emailing and social linkage" soufflé has gone pfffffffft... very little blah blah blah in 2013 on a topic that doesn't deserve much attention in my opinion.
On the other hand, and this is a good thing, we have seen the multiplication of "social login" strategies in connection with the registration to an emailing program. A technique that allows to limit the tediousness of the registration to some newsletters while guaranteeing a good knowledge of the user from the beginning of the relationship (as long as it is done correctly).
5. Won - Greater integration of email solutions with CMS
Maybe it's a coincidence, but in 2013 I had the opportunity to work with many companies (in ecommerce, private sales, ...) willing to bring content management and emailing together. An approach that simplifies the automation of emailing, but that requires more thought when making decisions. It's also a more technical approach since it usually requires the integration of the APIs of the selected emailing solution.
6. Won - Emailing back in the spotlight and investment
The best illustration of this trend is the creation of the Email Marketing Day in 2013, the first event exclusively dedicated to emailing. But it is also the incredible dynamism of the emailing ecosystem in France. There are more and more routers (for better or for worse), many sites and blogs deal with the subject every day, ... Let's hope (it's good for Badsender's business) that this trend will be even stronger in 2014.
And for 2014? What are your priorities?
