2010 Trends: The Email Marketer's Perspective

Author:

Ed Henrich

Source:

I've been "doing email" since 1997 -- all my years on the service provider side. When I look back on 2010, I think it will be the year when everything changed.
 
Already many email service providers (ESPs) have moved into mobile and social channels in a limited way. This trend will continue, and marketers will increasingly organize themselves around these "digital direct" channels. So, here's what I think we'll see happen in 2010...
 
Email

• Segmentation will finally hit the tipping point. For over a decade segmentation has been too much talk, supported by too little action. This will be the year that "smart marketers" become the majority and start doing segmentation on a regular basis.
   
• Analytics will finally get the attention it deserves...