What is the future of email marketing?

Steve White 4 mins

The future of email marketing is bright, but you have to be smart about how you use it.

More email marketing personalisation

Email marketing is an inherently personal medium. It’s a great way to reach your customers, build relationships with them, increase their loyalty and reduce churn. Email marketing is also an effective way to increase sales and revenue for businesses of all sizes.

In the future we can expect even more personalisation in email marketing campaigns as marketers learn more about their audience through data analytics and behavioral insights. This will allow marketers to create highly targeted campaigns that speak directly to each individual customer’s needs — ultimately resulting in higher engagement rates, increased conversions and happier clients!

One way to personalise your emails is by using customer data. This includes things like: the time and day they opened an email from you; what kind of content resonated with them most recently; or even what topics have been trending on your blog. With this information at hand, marketers will be able to craft more personalized messages that resonate with their target audience.

More email marketing segmentation

In a nutshell, segmentation is the act of dividing your audience into smaller subgroups. Arguably the most important part of any marketing strategy, segmentation allows you to target specific groups of people with your messaging. When done right, this can be a way to be more efficient with your marketing efforts and reach fewer people but deliver better results.

In the future, we’ll see more businesses focus on creating more precise segments based on customer data they already have (and hopefully soon: what they don’t yet have). For example, if you own an ecommerce store that sells products for pets such as dog toys or cat food bowls and have gathered information about who buys those things from you (like age range or gender), then it stands to reason that there are likely other pet products customers would also be interested in somewhere down the road—if only you could find them and get them into your shopping cart! You could do this by sending targeted emails containing information about new dog beds coming out this month or cat scratchers designed specifically for clawed cats.

Better integration of email marketing with other marketing channels

In the future, email will continue to be a great way to drive traffic to your website. It can also help you drive traffic to your social media channels and other marketing channels. And of course, it can help you funnel that traffic into sales conversations with your sales team.

With email, it’s easy to send out a newsletter that directs readers to a new blog post. It’s also easy to use email newsletters as an opportunity to share content from your social media channels. And it’s easy to include a call-to-action at the end of each newsletter asking people to contact you or sign up for something.

More email marketing automation

Imagine a world where you can send an email to your subscribers based on triggers. For example, when they leave their shopping cart empty or have abandoned it for more than 30 days. Or, if they haven’t opened an email in the past seven days, you could send them a special offer just for them!

This is what automation does: it allows you to send emails that were otherwise impossible for humans to manually create or schedule. You can automate based on certain interactions with your brand as well — if customers click through from one of your blog posts to purchase something from your site and then leave without buying anything, follow up with them with another piece of content that may interest them more; this is called drip marketing (because we all know how much fun it is).

This is all done through a simple drag and drop interface. You can even schedule emails to send out at specific times or dates, so you don’t have to worry about manually sending them yourself.

With automation, you can easily reach people who are interested in what you have to offer. You can send them personalized emails that are relevant to their needs and wants based on their interactions with your brand. This will help increase engagement rates for your emails because they will feel more targeted.

There is a lot of opportunity for email to become more integrated with other marketing channels and for that integration to be more seamless.

Email is an incredibly useful tool for customer service, and one of the things we are excited about is the ability to integrate email with other channels. This integration will make email more valuable by allowing it to be more seamless for your customers. For example, if you have a customer who has subscribed to your email list through Facebook, they may receive an offer in their inbox that’s relevant based on their browsing history while they were on Facebook. We believe this type of programmatic targeting will help brands deliver highly personalized messages that lead to stronger engagements and conversions.

Another way integration between channels can be beneficial is by automating emails where possible. Automation allows you to send out automated welcome emails when someone signs up for your list; it also helps streamline the process of sending out transactional notifications (such as order confirmations).

We look forward to seeing how marketers can use email in new and exciting ways, especially when it comes to integrating their campaigns with other channels to provide a more seamless customer experience. We believe this will result in increased engagement between brands and consumers due to improved targeting.


In the end, the future of email marketing is one that will be defined by creatives who are willing to experiment and explore new ways to tell stories with their content. While there are a lot of people out there who are afraid or unwilling to take risks, there will always be those who push themselves forward in order to create something new and exciting for their customers. The key for marketers looking towards 2020 is figuring out how their brand fits into this brave new world—and then doing what needs doing today so that tomorrow can happen as planned!


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