futureAlthough it’s been around for a relatively long time, email marketing is a channel that continues to achieve success. Even in the face of more ‘modern’ marketing channels, email continues to engage with customers and offer high returns on investment. However, in the face of the ever-changing digital-ecosystem, email must continually evolve to ensure it doesn’t fall behind.

Here are a few of the things that could influence the email marketing landscape in the months and years ahead:

Responsive Design Will Become the Norm

We are living in an increasingly multi-device world. A 2013 study by Litmus showed that, for the first time ever, more people are checking email on mobile devices than on computers. Therefore, we should soon begin to see a shift in the use of responsive web design. Rather than a tool to increase mobile response rates, responsive design should been seen as a way to improve your customer experience. Responsive templates will become the starting point when emails are designed, rather than being retro-fitted to existing campaigns.

Email and Social Networks Will Integrate Further

Although it is possible (and relatively simple) to integrate email and social campaign, it is something that is often underused. All emails should contain social sharing links, and marketers should be encouraged to create content that encourages sharing. Your social network accounts should also be used to drive new subscribers to your mailing list.

Custom Audiences is another tool that will allow email and social networks to further integrate. Custom Audiences allows you to upload your email contact list to Facebook or Twitter, then only target related accounts with ads. This is a way to use email addresses to engage with customers on different channels, and help ensure your messages get seen by as many of your subscribers as possible.

More Marketing Emails Will be Personalised

Personalisation in marketing emails is another tool that is often underused. According to a 2013 study by Experian Marketing Services, personalised emails had 29 percent higher unique open rates and 41 percent higher unique click rates, yet 70 percent of the brands studied failed to use personalisation in their campaigns. Therefore, we are likely to see an increase in the use of personalisation in email marketing campaigns in the future.

Personalisation can be much more than simply addressing your subscriber by their Christian name. You can target emails based on which products your customers have been looking at or which articles they have been reading. You can also monitor your subscribers’ social media check-ins in order to send them personalised offers based on their current location or places they regularly visit. All these things will combine to make your campaigns more engaging, beneficial to your customers and, ultimately, successful.