eMarketer has issued a comprehensive report on email marketing that details some of the major trends for next year. Among them are:
- Personalization - While this is "a leading trend across marketing communications," says eMarketer, "most emails are still not very personalized."
- Consumer Privacy Regulation - Email marketers are used to dealing with email-specific regulations and have become adept at following the rules for permission-based marketing. However, recent consumer data regulations will potentially impact email marketing because of broader privacy rules.
- Frequency - A majority of Internet users (69 percent according to recent data from eMarketer) want more control of the frequency of emails they receive from marketers. Those email marketers who understand this are using a data-driven approach to ensure that they are matching their email frequency to the expectations of consumers.
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