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Following on from our recent blog post looking at B2B marketing predictions for 2016 we take a further look at email marketing. What changes are we going to see in email marketing in 2016? And what can marketers do to make sure they stay on top of the latest new trends?

More Emails

If you think you are already receiving too many emails you may be in for a shock, as according to a report from The Radicati Group inboxes are going to be inundated in 2016. The report states that by 2018 the number of email users will be over 2.8 billion. This means that for business users who received on average 121 emails a day last year should expect to receive up to 140 emails a day by 2018.

The report gives marketers an insight into what their clients will be doing in the future with the emails they receive into their inbox. As people begin to receive more emails they will begin to manage them more, which may mean more unsubscribes.

In the next marketing year, companies will have to be more personalised in each of their emails (see next paragraph) and will have to make sure the content is original and targeted. In addition to this links to landing pages on websites have to be relevant, so many marketers are still forgetting the importance of this. If a customer is interested in what is being offered then click a link to a landing page that has no relevance to the email their trust will be lost in the company.

Personalised Emails to Increase

As we mentioned in the previous paragraph businesses can expect to see their inboxes increase next year. With so many emails coming from marketing companies they will begin to choose who they want to keep hearing from and who they want to delete. This means that emails have to become more personalised. No two customers are the same and this has to be taken into account when creating an email template. This applies to both B2B and B2C marketers who will have to understand what each of their clients needs are. In order to successfully target the right people having a marketing automation platform will help. This will allow marketers to see who is interacting with their emails and who is not and, therefore, tailor their next emails to suit each person.

Emails Need to Be Mobile-Friendly

Last month we had a blog dedicated to the recent news that mobile search is to increase even further in the New Year. The blog mentioned that 88% of people now own smartphones and this is set to increase even further. This means that any emails must be optimised for all devices but unfortunately 61% of marketers are still not optimising their emails for mobile devices. Not having emails that are responsive on all platforms will hinder any email campaign as if it cannot be viewed there is a high chance people will delete or ignore the email. The best way to get around this is always creating emails that are mobile friendly and websites that are also responsive to these devices. Marketers don’t want a customer to view an email then click on the link only to find it’s not viewable on their device. It’s extremely important to test any emails before they are sent out on various mobile devices such as Apple IOS and Android phones.

Video Email Marketing

It has been talked about for the last year and now video marketing looks set to be one of the most used forms of content in 2016 and beyond. A recent report by Millward Brown showed that 45% of people across the world viewed videos on their smartphone. This will increase, as the use of smartphones increases, which means marketers, must incorporate videos into their email campaigns.

The report by Millward Brown also revealed some insights into what type of video content people are likely to interact with. It found that 45% of those surveyed wouldn’t skip a video if it was humorous, or if they were interested in the email topic. Also, videos that offered something or had the option to skip to play work well.

Marketers will have to include video content in their budgets and create videos that represent their brand and are of interest to their target client base.

The next year in B2B marketing is sure to be exciting with video set to take over as the most viewed form of content. If you would like to find out more about marketing automation including running a successful email marketing campaign contact McRae & Co today.

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