Email Marketing Trends for 2020: Competitive Differentiators
In the ever-changing world of email marketing, it can be difficult to know where to invest your time and energy. To help you prioritize your email marketing efforts this year, we surveyed Oracle CX 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 2020. We then mapped the results into adoption-impact quadrants.
Today, we’re going to look at the Competitive Differentiators, which are those tactics and technologies in the low adoption–high impact quadrant. The technologies and tactics in this quadrant are not completely proven, but companies are already seeing great results from using them. They offer a significant competitive advantage with considerably less risk than our Unproven Opportunities.
But, there are still risks, including the acquisition of smaller providers, frequent process and feature changes as the technology stabilizes, frequent changes in best practices as knowledge rapidly evolves, changing cost structures, scarcity of needed skills, and other issues. These hassles and expenses are easier to accept, however, because most adopters are already seeing a sizable return on investment. Their willingness to accept some uncertainty in exchange for good returns, gives them a distinct advantage over most of their competitors, who have yet to embrace these tactics and technologies.
Of the 26 trends we surveyed our digital marketing consultants about, they put 14 of them in the low adoption–high impact quadrant for 2020. Let’s talk about each of them in turn…