Kraig Swensrud – Campaign Monitor
Email marketing is the most powerful channel in a marketer’s toolkit. Over the past few decades, we’ve seen several fundamental shifts in email marketing–from text-only emails to multimedia content, from desktop to predominantly mobile. This year we’ll see another major revolution for email marketing. 2016 is the year coding emails becomes a thing of the past and email design becomes drop dead simple. Powerful drag-and-drop technology will unleash the email designer in everyone and enable marketers around the world to create professional email marketing campaigns that deliver results.
We’ve ushered in a whole new era of email design. Modern emails have edge-to-edge designs, filling up the screen, no matter what size, device, or inbox. Modern emails have big, bold hero banners with engaging, interactive content and clear calls to action. Modern emails are relevant, serving up personalized content to each user when, where and how they want it.
Thanks for sharing this! I would say that the era of coding out every single email from scratch is indeed dead, it's been dead for quite some time already actually; but you still need design and/or html expertise to create templates for your brand and for different use cases
Prediction 4: Email templates will finally offer limitless control is already fully available in Marketo today, people concentrate too much on Email Templates, but if you use Snippets and Tokenised content, you can change the design easily, I currently have 1000+ design combinations using this method. To remove editable regions, add a Snippet with a blank comment in it <!-- -->, once you see the power of Snippets as a Design tool, you'll never look back.
Prediction 6 is a bit misleading, as Marketo Admin, I have to design the templates that other Marketers can use, the drag and drop thing is great for the end user, but behind that someone has to code it to work, sure you'll get out of the box templates, but as a B2B company we have to keep to brand guidelines and make sure everything works from Outlook 2003+, this means custom templates (coded by us). The fancy multimedia content the article speaks about is only for modern clients, Outlook is still the killer for most B2B businesses not moving forward with modern technologies, depending on your audience size of course companies send different emails depending on the email client (but we at least are not there yet).
Excited to see if Prediction 1 gets fixed soon, it's such a drawn back not allowing <style> in the head. Prediction 5 is great for B2C, just thinking of how to best use it for B2B, which I already have a few ideas.