A new survey has revealed the biggest e-mail marketing trends that will see widespread adoption in the UK in 2008. Based on analysis of the campaigns of brand name clients of Experian CheetahMail, the company’s global e-mail marketing and customer intelligence service, in 2007, Experian predicts a sharp increase in the number of campaigns using:
1. Dynamic content: CheetahMail’s analysis shows that, compared to January to June 2007, the second half of the year saw a 220 per cent increase in the number of campaigns using dynamic content. Dynamic content enables brands to send highly targeted e-mail marketing messages using the latest customer data to tailor communications to directly relate to the recipient’s customer history, personal interests and socio and geo-demographic background.
2. ReMarketing messages: In the second half of 2007, there was a 75 per cent increase in the number of campaigns using remarketing e-mail messages to re-engage with lapsed customers as well as those who leave websites without completing their purchase.
3. Operational messages: Compared to the first half of the year, the last six months of 2007 saw a 66 per cent increase in the number of brands sending order confirmation and delivery of goods status messages to their customers.
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