In the ever-changing world of email marketing, it can be difficult to know where to invest your time and energy. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact during 2021. We then mapped the results into adoption-impact quadrants.
In this post, we’re looking at the Unproven Opportunities in the low adoption–low impact quadrant. The technologies and tactics in this quadrant are not fully vetted and may not generate long-term adoption or impact. There are significant risks that could undermine your investment in part or entirely—including rejection by consumers, inadequate inbox provider support, inadequate digital marketing platform support, the passage of legislative impediments, and other issues.
Because of those risks, most brands will find that the best strategy is likely to wait…and let others work out all the details, uncover the best practices, and stress-test the technology. However, the pioneering companies who embrace these trends at this early stage may seize a sizable competitive advantage.
Of the 26 trends we surveyed our digital marketing consultants about, three of them were rated as being in the low adoption–low impact quadrant for 2021. Let’s talk about each of them in turn…
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