BtoBOnline posted some predictions for 2009 Email Marketing Trends from the folks over at email vendor Campaigner.

They are forecasting that the following will be hot topics in the next year:

  • Automation heats up. Everyone in 2008, it seemed, wanted to personalize and better target their campaigns, which led to better segmentation. However, human beings were still overwhelmingly pulling the trigger on so-called “triggered” campaigns. Next year, as companies start to take advantage of the avalanche of data sitting in CRM programs, triggering will happen automatically.
  • Marketers tap integrated marketing programs more often. E-mail marketing used to be relegated to the Web marketing team or to someone hired specifically to do e-mail marketing. This coming year, as head counts shrink and companies realize the value of controlling the entire message, integration will take a bigger role.
  • List hygiene becomes a must. “People will become less concerned about how big their lists are or how many people are opening their messages, and more concerned that the people who are opening them are finding that message relevant and are receptive,” said Luc Vezina, head of marketing for Campaigner. To that end, companies will integrate individual e-mail lists into a single, manageable list, he said, which will also make it easier for companies to comply with CAN-SPAM.
  • Mobile e-mail marketing becomes a standard option.  By offering a mobile e-mail option, marketers will make sure messages are deliverable and readable.

Laura Horton

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