Email Marketers Move to Cross-Channel, Real-Time Communication


The enduring quest to be as pertinent and timely as possible is one of the top trends affecting email marketing. 2015 will be an important year for brands looking to shift toward a next-generation approach to real-time email marketing, which most will find involves more than just email, according to a new eMarketer report, “Email Marketing Benchmarks 2015: Are Performance Metrics Revealing Signs of Consumer Fatigue?”

The need for relevancy has never been stronger; today’s consumers expect a seamless digital experience across the board. “If consumers are going to engage with a brand, they expect that brand to know the best way to reach them and communicate with them,” said Spencer Kollas, vice president of global deliverability services at Experian Marketing Services. “They don’t care that your email marketing group isn’t going to get credit if you click on something through an SMS. They see you as one brand. For a long time, email marketing was just the old-fashioned [email] blast, whereas now it’s more about being able to identify and engage people by using intelligence to know when to interact with them and what channel best fits that person. That’s where it’s all going.” [Read More]