17 Ecommerce Marketing Trends for 2017
Predicted trends included a focus on content, understanding customer journeys, the rise of social commerce, a consolidation of retailers’ technology stack, and more.
My prediction about e-commerce marketing next year centers around broadcast vs. triggered emails and how marketers are investing their time and energy and the kinds of returns they’re getting:
Broadcast promotional emails are consuming most of email marketing programs’ resources, but are delivering diminishing returns and cause nearly all email fatigue, unsubscribes, and spam complaints. In 2017, we’re going to see a big shift in resources toward triggered emails, which are already generating the majority of email marketing revenue for some brands. There’s huge potential in welcome emails, cart abandonment emails, browse abandonment emails, back-in-stock notifications, reengagement emails, and other action-, inaction-, date-, and IoT-triggered emails. However, they require care and feeding to ensure they’re up to date, seasonally relevant, optimized, and continually improved.