14 predictions for email marketing in 2031
A dull, grey day here in Vienna, so I thought I’d resurrect and update a less-than-serious and very old post about the future of email marketing.
- Email trigger technology is so advanced that the triggered email reaches your inbox before you take the action required to trigger it.
- Email designers complain bitterly about rendering problems with Outlook 2030.
- Online integration now means you get a Tweet about a text message on your smartphone telling you to check email for a note alerting you to a wall post on Facebook informing you of a chat message from a friend who wants to add you to his LinkedIn contacts.
- Experts recommend adding a “view on desktop” link to the preheader to account for the few people who are still using desktop devices.
- Adjustments to US Can-Spam legislation extend the definition of the term “sender” to include birds, reptiles and higher invertebrates. But it still doesn’t require an opt-in.
- Thanks to almost universal image suppression, 3% is now considered a good open rate.
- At least one news headline declares that “email is dead,” while industry commentators complain that email has the highest ROI of all direct response media but still isn’t getting the budget it deserves. Plus ça change.
- Attention spans are so short that Twitter is now preferred for lead nurturing campaigns that require a long copy approach.
- 40% of retailers do not design their emails for blocked holograms. Recipients simply see a spinning red cross accompanied by a security warning.
- Continuing concerns over privacy and permission lead to the introduction of treble opt-in. After clicking a link in a confirmation email, would-be subscribers are asked to solve a Sudoku puzzle in under 60 seconds before their email is added to the list.
- You can still buy 1 million email addresses for $99. It’s still a bad idea.
- Personalization advances mean the offer in an email updates itself based on your browsing behavior after receiving the mail. (Actually, that’s a prediction.)
- The Yahoo Live Gmail New! webmail interface blocks images, blacks out text, hides the sender name, deletes the subject line and issues a strong security warning on all incoming emails that aren’t in a paid certification program…run by Yahoo Live Gmail.
- Web 5.0 focuses on the production of intelligent, thoughtful content by individuals with an objective understanding of the subject matter. It doesn’t catch on.
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