Early in 2016 we highlighted the 5 major trends that we predicted would have the greatest impact on Email Marketing in 2016. As we approach the end of the year, and before we unveil a set of predictions for 2017, we thought we should take a look back and see, to which degree, these predictions came true.
Customers become engaged and loyal to a brand when they are provided with relevant and timely messages that add value to their lives. Value can come in different forms, like a welcome message to a new subscriber that arrives moments after registration, outlining the benefits of the email program and offering an attractive discount off their next purchase, or a follow-up email ensuring that the service they received met their standards, offering them a chance to provide feedback, both good and bad. These little touches are the pieces that add up to produce a great brand experience, and can turn a onetime purchaser into a lifelong customer.
According to a SiriusDecisions report, 50% of B2B organizations will adopt marketing automation technology by the end of this year (2015) alone!
The wave of newcomers to the marketing automation landscape is a clear indication that organizations are backing the idea that in order to stay competitive, they have to make fundamental changes to their marketing and sales processes. Moving from tedious, repetitive tasks into the world of automated campaigns has become an essential capability for those who want to keep pace with the competition.