As another year comes to an end it's about time we answered these questions: “What are the trends of e-mail marketing in 2014?”. Are we supposed to expect any changes in the upcoming year? What is the future of email marketing?

The evolution of technology is constantly changing the way people around the world connect to the Internet. Computers, laptops, tablets, mobile phones have changed the way email marketing campaigns are being executed nowadays. Therefore, these changes have given new opportunities for digital marketers.

It's difficult to guess what the new year will bring for email marketing, however we are able to predict some trends that will be important in the upcoming year. Have a look below:

• Automatic campaigns

We can clearly notice that more and more marketers decide to send automated campaigns, such as birthday wishes, or occasional promotions, taking advantage of shares and likes of social channels. Auto campaign makes the job of many professionals much easier, so that they can focus on different things within the company. But, there is a basic automation that is not yet fully used by marketers and it's called: “welcome campaign”.
Therefore, in 2014 we will probably see the rise of automatic campaigns as a fast way of communicating with clients and gaining likes/shares. 

• Templates for portable devices

The number of portable devices is constantly growing. Therefore, it's a good idea to have templates designed especially for portable devices such as tablets and mobile phones that can be used to send email marketing campaigns. This way you will certainly make your job easier, especially when you are not able to use your computer to send an e-mail campaign and need to do it via ex. a mobile phone. When it comes to deal with e-mail marketing campaigns, make sure that you do not forget about another important factor, which is: valuable content.

• Flexibility

Marketers all over the world need to be more flexible in terms of how their communications are delivered across different channels. It means that not only the design of an email marketing campaign is important but also the way it is delivered and presented to the recipients. Therefore, appropriate design is becoming more and more important in the virtual world and it is crucial nowadays to give participants the best possible experience and encourage them to convert.

• The importance of Social Media

 One of the biggest dilemma of many marketers is: how to create a content that will encourage its readers to share or/and like the article. We presume that in 2014 a big part of the email marketing world will concentrate on smart and personalized content that will encourage openings, shares and likes. We know that unique information as well as product reviews and discounts have high chances to be shared rather than ordinary newsletters.

Email marketing campaigns give a chance to get closer to customers on the condition that they are carried out correctly. To improve the relationship between your company and your customers, we recommend that you get familiar with the above tips. Encourage your recipients to share the campaign content on Social Networks. Also, target and customize your communications according to the target audience and do not forget to analyze the results at the end of every campaign.

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