Litmus: 10 Email Marketing Predictions from the Experts
Litmus invited me and 9 other Litmus Live speakers to share their email marketing predictions for 2023. My prediction was about customer data platforms:
“The sunsetting of third-party cookies, launch of Apple’s Mail Privacy Protection and App Tracking Transparency, and other changes have heightened the need of businesses to utilize their cross-channel customer data to make key decisions in their email marketing programs and other operations. Unfortunately, in most cases, that data is scattered across the organization in multiple databases that don’t talk to each other very well, if at all.
Adoption of customer data platforms will accelerate in 2023 because these systems solve this problem by aggregating all customer data in one central repository—as well as cleaning the data, better controlling access to the data, and mobilizing the data for usage across channels. For email marketing, this will lead to more relevant personalization, better segmentation, and smarter automation that leverages a wider array of triggers across channels.”
Of the other email marketing predictions, I especially agreed with those by Aaron Beatty, Brian Westnedge, Lee Munroe, and Rebekah K. Josefy.