Trends That Should Disrupt Your 2013 Email Program

Mike May

Now is the customary time to make predictions about the trends that will have the greatest impact on the email industry in the coming year. Only this year I’d like to focus not just on the trends, but also on how they should affect what we do as email marketers. Knowing what is going on is only useful if we adjust our tactics because of it (kind of like email metrics themselves).
Here are the trends I’m paying the most attention to, and the evidence that we email marketers are responding to them:
Engagement metrics’ impact on deliverability: A few years ago, the concept of dead weight was finally introduced into email, when the major ISPs began incorporating engagement metrics into deliverability. The key (ultrasimplified) upshot is that the more people you have on your list who are unresponsive, the more likely ISPs are to regard your messages in general as spammy. This means there’s little justification for continuing to send to all those people who have done nothing with your emails in the past forever months. In the past year I have seen a lot of evidence that marketers are taking this trend seriously, with many discussions about reactivation programs and targeting subscribers based on engagement levels. My favorite anecdote is ... 

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