The email marketing dictionary for 2014

The email marketing dictionary for 2014

2014 is set to become a year of buzzwords, abbreviations and generally impenetrable lingo for many email marketers. If you are in the marketing profession already, much of this will be old news to you. But for a business person running an email marketing campaign, you might be wondering what on earth everyone is on about. Here are some of the top buzzwords for marketers in 2014, as well as what the deuce they mean.

1. Location-based

This is not, as you might think, about targeting your emails at a geographical area, but more about basing marketing on where that customer is. Think, sending a push notification with a discount code when they check in at your restaurant, or sending marketing messages via GPS.

2. Responsive emails / websites

The idea of a responsive email or website is simply that it determines how that customer is viewing the content (i.e. on a laptop, a smartphone or tablet) and displays the content in the very best format possible. With emails being opened on mobile technology up 65 per cent from this time last year, having responsive capabilities is essential for 2014.

3. Gamification

Gamification is about making it fun for users to engage with your brand. This means presenting marketing messages as games, challenges or using voting scenarios to encourage users to interact with you. This is something email marketers will need to work hard to get their head around in 2014, but again is going to be important if you want to stand out from the crowd.

4. Social proof / social signals

No matter what industry you are in, getting your customers to trust your brand is the name of the game in 2014. And with so much revolving around our use of social media, the only way to do this effectively is through social proof and social signals. Social proof is the proof that your brand is trusted by existing customers, and the best way to achieve this is through social signals, such as Facebook likes, customer reviews and even celebrity endorsements.

5. Content

OK, so it’s not a new buzzword, but for 2014 nothing is changing. Content is (still) king. That means you need to gather around you the best marketing brains and content writers you can find to produce original, engaging, sharable content not just for your emails but also for your websites, social media channels and blogs.

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