News
 The
Top 3 E-Marketing Trends for 2008
Experian has predicted what it believes will be the
three most important e-marketing trends that will
see widespread adoption in 2008. This is based on an
analysis of its CheetahMail clients' e-mail
marketing campaigns in the UK during 2007.
The company predicted a sharp increase in the number
of e-mail communication campaigns using three
specific techniques:
1. Dynamic content
The company's analysis showed that, compared to the
first six months of 2007, the second half of the
year saw a 220 percent increase in the number of
campaigns using dynamic content. Dynamic content
enables marketers to send personalized and targeted
e-mail messages using customer-specific data to
create communications that directly relate to the
recipient's history, interests, and social and
geo-demographic background.
According to Steve Lomax, European managing director
for Experian CheetahMail, "The three trends we've
identified for 2008 reflect the fact that email
marketing is a cornerstone of brands' digital and
integrated marketing strategies. Next year should
see exponential growth in the number of campaigns
using dynamic content to provide total content
relevance."
2. Remarketing and win-back
In the second half of 2007, there was a 75 percent
increase in the number of campaigns using
remarketing email messages to help re-engage lapsed
customers, as well as those who had left web sites
without completing a purchase that they had begun.
"Remarketing techniques will come of age in 2008,"
Lomax predicted. "Brands will be really focused on
reducing customer churn and maintaining email
volumes, and remarketing will prove invaluable.
Brands will be missing a trick if they fail to try
to re-engage lapsed customers as market competition
increases."
3. Transactional messaging
Compared to the first half of the year, the last six
months of 2007 saw a 66 percent increase in the
number of brands sending order confirmation and
delivery of goods status messages to their
customers. As companies seek to engage and interact
with their customers more often and more
meaningfully, this trend should continue to increase
in 2008.
"These operational messages are often one of the
most neglected aspects of email marketing," warned
Lomax. "It's encouraging to see more brands used
them to keep their customers informed about, for
example, the delivery status of an item they've
bought. Next year, Experian believes that brands
will use these messages as a matter of course as
part of their CRM strategy. It's a small, but highly
significant way, for brands to show their customers
that they're on top of everything."
---Sources:
Reprinted from The Wise Marketer December 27, 2007
issue (www.thewisemarketer.com). The Experian Group
can be contacted at www.experiangroup.com.
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