2013 definitely had some notable events in the email world (such as the introduction of GMail tabs and Yahoo announcing they'd be recycling abandoned addresses). Now that the dust has somewhat settled from those two items, it's time to look at some email trends that are going to be important in 2014.
Over 64% of decision makers read email via mobile, so you'll want to start building that into your planning. Consider the following:
We've talked about re-engagement a number of times, but it's becoming more and more important. The bottom line is that the more un-engaged people you have in your list, the more likely the ISPs are to regard your messages as spam and send you right to the junk folder. Consider the following:
When Gmail announce the tabs, you'd have thought Armageddon was here! But the truth is... Microsoft has had Clean Sweep for the past year and the Gmail tabs are just a different way of filtering that Google has been doing for some time already with things like priority inbox. Since you can change it, consider some of these options:
Send subscribers the messages they WANT to receive from you.
We've mentioned the issue of content several times in the past few months as well, but this is one of the easiest things that you have control over.
Author: Heather Seitz
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