In this SlideShare, we\u2019ve selected our favorite prediction from each of our 20 contributors, and made it easy for you to tweet the ones you find intriguing or agree with. Enjoy this peek at the future of email marketing!<\/p>\n
For our Email Marketing in 2020<\/a> report, Litmus asked 20 experts to share their vision of what email marketing will look like in the year 2020. Here are some of their predictions\u2026<\/p>\n Daniel Burstein<\/strong>, Director of Editorial Content, MarketingSherpa, predicts\u2026<\/p>\n Email readers are going to get better and better at helping recipients manage their email by factoring in contextual information and no longer simply displaying email by an arbitrary factor like recency.<\/p><\/blockquote>\n >>Click to Tweet Daniel’s Prediction<\/a><\/p>\n Morgan Stewart<\/strong>, Chief Executive Officer, Trendline Interactive, predicts\u2026<\/p>\n The client-approval step will shift toward reviewing content modules, not full creative, and signing off on targeting models, not customer segments.<\/p><\/blockquote>\n >>Click to Tweet Morgan’s Prediction<\/a><\/p>\n Jill LeMaire Redo<\/strong>, Vice President of Digital Strategy and Insights, Epsilon, predicts\u2026<\/p>\n By 2020, hyper-personalization in marketing will reach a significant level, along with rules-based triggers, assimilation of the mobile channel, and connecting data from other channels and platforms.<\/p><\/blockquote>\n >>Click to Tweet Jill’s Prediction<\/a><\/p>\n Ryan Phelan<\/strong>, Vice President of Marketing Insights, Adestra, predicts\u2026<\/p>\n We might not be far from achieving some of the 1-to-1 marketing that appeared in Minority Report<\/em>, but the impetus for change is going to come as leaders in the younger generation adapt to and evolve the incumbent technology.<\/p><\/blockquote>\n >>Click to Tweet Ryan’s Prediction<\/a><\/p>\n Eric Stahl<\/strong>, Senior Vice President of Product Marketing, Salesforce Marketing Cloud, predicts\u2026<\/p>\n Email will leverage every interaction from the Internet of Things, location, behavioral data, and customer preferences to deliver messages to the customer in exactly the right context.<\/p><\/blockquote>\n >>Click to Tweet Eric’s Prediction<\/a><\/p>\n Tim Watson<\/strong>, Email Marketing Consultant, Zettasphere, predicts\u2026<\/p>\n Machine intelligence will manage and control the messaging to each individual across channels, creating the truly integrated experiences that are currently talked about a lot but rarely delivered.<\/p><\/blockquote>\n >>Click to Tweet Tim’s Prediction<\/a><\/p>\n Loren McDonald<\/strong>, Marketing Evangelist, Silverpop, An IBM Company, predicts\u2026<\/p>\n In the next 5 years, email will be seen as not just a high-ROI channel by itself but rather a platform that integrates with and makes other channels more successful.<\/p><\/blockquote>\n >>Click to Tweet Loren’s Prediction<\/a><\/p>\n Tom Klein<\/strong>, Vice President of Marketing, MailChimp, predicts\u2026<\/p>\n Subscribers will be able to make purchases right inside a marketing campaign, without ever leaving their inboxes. Campaigns will offer more of an app-like experience, too, with embedded video and other interactivity.<\/p><\/blockquote>\n >>Click to Tweet Tom’s Prediction<\/a><\/p>\n Dave Chaffey<\/strong>, Chief Executive Officer and Co-founder, Smart Insights, predicts\u2026<\/p>\n Given current variable adoption of best practices, by 2020, systems will step marketers through all the best practices for customised lifecycle marketing, creative, and delivery.<\/p><\/blockquote>\n >>Click to Tweet Dave’s Prediction<\/a><\/p>\n Kristin Naragon<\/strong>, Director of Email Solutions, Adobe, predicts\u2026<\/p>\n 2020\u2019s practitioners will be coveted assets. In fact, smart companies that recognize the value of email marketing will retain top talent by offering tenured career opportunities within the company.<\/p><\/blockquote>\n >>Click to Tweet Kristin’s Prediction<\/a><\/p>\n Chris Lynch<\/strong>, Senior Director of Product Marketing, Oracle Marketing Cloud, predicts\u2026<\/p>\n The convergence of marketing technology with advertising technology is taking email marketing to another level. Email platforms will need to be able to integrate with platforms that handle the anonymous marketing data.<\/p><\/blockquote>\n >>Click to Tweet Chris’s Prediction<\/a><\/p>\n Simms Jenkins<\/strong>, Chief Executive Officer, Brightwave, predicts\u2026<\/p>\n No longer will email work \u2018just because.\u2019 Only smart, innovative, and highly dynamic emails will drive interaction, and generic blasts will get weeded out of the subscribers\u2019 priorities, if not outright emotionally junked.<\/p><\/blockquote>\n >>Click to Tweet Simms’ Prediction<\/a><\/p>\n Cara Olson<\/strong>, Director of Direct Marketing and eCRM, DEG, predicts\u2026<\/p>\n With many brands spending the past two years focusing on data and integrations, I predict that the next several years will focus on taking advantage of the single view of the customer.<\/p><\/blockquote>\n >>Click to Tweet Cara’s Prediction<\/a><\/p>\n Paul Farnell<\/strong>, Chief Executive Officer & Co-founder, Litmus, predicts\u2026<\/p>\n I believe email volume is going to increase dramatically by 2020, but it won\u2019t feel like it. Inboxes will prioritize messages, many email interactions will be brief, and many emails won\u2019t feel like emails at all.<\/p><\/blockquote>\n >>Click to Tweet Paul’s Prediction<\/a><\/p>\n Dan Denney<\/strong>, Front-End Developer, Code School, predicts\u2026<\/p>\n By 2020, I expect the bulk of email marketing to be similar to the experience of Gmail\u2019s Quick Actions. The whole message will be the length of a current subject line with a call-to-action.<\/p><\/blockquote>\n >>Click to Tweet Dan’s Prediction<\/a><\/p>\n Elliot Ross<\/strong>, Managing Director, Action Rocket, predicts\u2026<\/p>\n I\u2019m optimistic about the second generation email platforms. These platforms are the developer-friendly platforms of choice for startups and are well placed to take power from the late 90s vintage behemoths.<\/p><\/blockquote>\n >>Click to Tweet Elliot’s Prediction<\/a><\/p>\n Mark Robbins<\/strong>, Email Developer, Rebelmail, predicts\u2026<\/p>\n I see interactive as a huge shift in email development. Early analytics have shown far greater engagement from users who receive interactive messages.<\/p><\/blockquote>\n >>Click to Tweet Mark’s Prediction<\/a><\/p>\n Andrew Bonar<\/strong>, Founder, Deliverability Ltd., predicts\u2026<\/p>\n Where best practice dictates that permission, personalization, and relevance are key to success today, in the future those tenets will barely be considered a minimum acceptable standard.<\/p><\/blockquote>\n >>Click to Tweet Andrew’s Prediction<\/a><\/p>\n Laura Atkins<\/strong>, Owner, Word to the Wise, predicts\u2026<\/p>\n By 2020, ESPs being the authenticated senders won\u2019t be enough for end users. ESP customers will have to authenticate mail themselves. Overhead and management will increase for both ESPs and their customers.<\/p><\/blockquote>\n
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