Contrary to what was expected, in a context where many believed that the email would lose value and would no longer be used, it proved otherwise. Before the fierce competition with the boom of social networks, the channel strengthened and gained even more users and new investments within the Digital Marketing strategies outlined by the companies.

Leading media between brands and customers, the projections indicate an even greater number of email accounts by 2016, an equivalent about 4.3 billion. To meet this demand, email marketing remains captive chair in business strategies as a channel of direct, personalized and effective relationship. So with another year coming to an end, let us recall the main trends of 2014 that came true in retrospect climate.

The growth of mobile and the reinvention of the email

One of the greatest names of digital marketing and thus the email marketing, this year was, without a doubt, the mobile. The growing number of smartphones users and the gradual improvement in internet connections added to the urge of checking the mailbox several times a day stimulated the email marketing campaigns.

The channel was used by ecommerce to leverage deals, besides offering a convenience option for those who don’t have time to go to the shops at the time of a purchase. The email was also used by companies to strengthen the relationship with their customers, since, even with the rise of social networking, communication one-to-one is still the favorite.

More than never we’re talking about Responsive Design, meeting the various screen resolutions, adapting the same content of an email marketing designed for computer screens to mobile devices such as tablets and smartphones. With more scrolling and fewer clicks, responsiveness has become a slogan and should gain even more prominence in the coming year as the mobile users increase.

The user experience comes first

More than generating conversions or showing an impeccable layout, the user experience gained proportions that surpass the aesthetic concern and even sales. The flat design, as shown here on the blog, reinforces this prerogative. Typography is the new owner of the spotlight.

Therefore, the size and the type of font, plus the graphics elements, become more important in email marketing campaigns. The call to action, highlighted by a colored button that contrasts while combining with other colors outlined in layout, not forgetting to leave it well visible, also make up the premises of usability.

Social networks as complementary elements

With the growth of users also on social networks, email, rather than be absorbed, adhered to the movement. The campaigns valued even more the social buttons in favor of generating more traffic to companies’ social networks.

The appeal, however, should not be applied if the purpose is to generate conversions, since the focus is to persuade through specific content sent to a fully segmented audience. For this, a more objective message is essential.

The consolidation of BigData to promote engagement

For a while already email marketing is no longer a channel for mass communication. With the increasingly need for personalized channels to touch each contact provoking the feeling of being unique when receiving an email, data collection and analysis conquered the digital marketing.

The trend that will become even more powerful in 2015, BigData enables the analysis of a large volume of data in real time from the user's buying behavior, habits and everything else you could use to customize campaigns according to their individual interests.

Here comes the concept of Behavioral Marketing. This is a set of strategies used to track, collect and evaluate data registered subscribers to receive email marketing. With the support of automated emails (autoresponder) and integrated with Web Analytics software, the tool can be used to create campaigns based on consumer behavior. It’s also part of the strategy to gather basic attributes such as age, location, last time he visited your site and more recent actions on your page (login, products, clicks). Thus, every time the user receives an email from a particular company, the content will be based on his real needs.

With a better understanding of your audience, you can create more targeted, customized and even unique strategies, besides improving the shopping experience and bringing customer and brand together.

The need for more qualified content

For a while content production has been vital to generate engagement and promote digital relationship, whether through social networks, either by sending email marketing. Indeed, much is said about Content Marketing with the high rate of information scattered around the web on a daily basis, but not necessarily in a qualified manner. This content can be disseminated in various ways, including images, audio, video and infographics as text complement.

If you want to learn how to do email marketing, for example, you will turn to the internet, right? With so many options on websites, blogs and social networks, qualified, educational and informative content becomes a commodity. With more web access, the audience is demanding more and they expect to find relevant information that adds value to what they seek.

We never heard so much about Content Marketing as we heard this year. Sending tips and articles together with a product inspire more than an offer alone because it provides a public utility service. Remember when you bet on quality content, you create expectations about what is up to come. You can be sure that your readers will be waiting for the next email.

Marketing via email is a form of direct marketing, based on the permission politics, and a channel where you can create and keep the relationship between your brand and your customers. It’s also responsible for the largest ROI (return on investment) index, ie, more conversions.

In short, the year of 2014 started the path that must gain full force in 2015:

Did you like the content? Share it!

We are at social networks, so go there and tell us what you think about the tips we posted to you!

Facebook, Twitter, LinkedIn, Google+

Do you have any questions about the platform or suggestions for our blog? Send it to us through the comments!