The number one email trend in 2005 is going to be relevance. For good marketers we will see the final and well deserved demise of Batch & Blast and to some extent the move away from segmentation. Marketers are beginning to appreciate the unique value proposition of email in building relationships. While this has been a stated goal for years, execution in reality followed the historic mass marketing approach.
The reality of 2005 is that your completion is not just the business similar to yours, but also the 100+ other emails in my inbox.
We hear a lot of talk about animation and video in emails to drive response…but that is just old fashioned mass marketing looking for a new outlet.
If you want a relationship with me in 2005 you better talk to me like you know me and with respect for what make me a unique relationship to you. You better be relevant to me…not 75% of your target market….relevant to me alone.
The next trends will all support this one.