What would the domain of Email Marketing look like in 2013?, as this remains the time of the year when most marketers gather around to speak their views about email marketing. But whatever be the nature of discussion be, the point to be sure about is email marketing cannot be categorized as the soon to be extinct marketing tool. Below statistics provided by (Digital Strategy Consulting)prove that it still remains the most trusted method of direct marketing and a personal favourite of most of the customers too:
• Around 67% of customers provide their email addresses to companies to receive information about discounts and promotions.
• Almost 57% of customers say that they are more determined to buy a product in a store after receiving an email.
Email Marketing is ever evolving and there are changes that have made it more competent to fit into the goals of marketers and their campaigns. So, even 2013 is not any different, as below are the few positive changes that email marketing would witness in this year:
1. Video and Email – Go hand in hand
Understand experience and utilize the unmatchable combination of video with emails.
Trend to grow: HTML5 video will finally deliver on the video in email experience that marketers have long waited for. Consumers are busy for video content during the holiday season but as it’s almost over, video email marketing would be chased by more and more brands to provide top notch engagement experience to the consumers.
2. Triggered Email Programs – Key area to differentiate
Use triggered email programs to differentiate from the less sophisticated ones.
Trend to grow: Considerably email service providers are slowly making triggered email programs easier to set up, but they do take their own time to establish and optimize especially the browse-based emails. With due amount of time and money invested in by the marketer can now relax as they gain a competitive advantage over the less sophisticated one.
3. Pinterest and Email integration – Merge to grow
Blend Pinterest into email content for an impactful promotion.
Trend to grow: The first glimpse of this excellent trend was seen in last February and by October almost 60% of the retailers have used “pin it” button in their emails or promoted their Pinterest boards or Pinterest based contest. The trend is expected to continue even this year with different sectors participating in the movement.
4. Trend to dominate email marketing – Special characters in subject lines
Go symbolic to engage consumers like never before.
Trend to grow: Special characters have been a tried and tested method to draw undirected attention towards email marketing. Symbols like hearts, stars, musical notes dominated the subject line space and undoubtedly this trend requires more time and effort.
5. Notice for Marketers – Generate mobile-friendly emails
Catch up with the market and go mobile
Trend to grow: End of the year study reflected that almost 17.4 million new smartphones and tablets were activated and the craze of mobile reading emails is going to be the next big trend of 2013, as suggested by Flurry Analytics. Therefore it’s the perfect time for marketers to gear up and adopt the raging trend to benefit the most out of it.
Whether it’s simple mobile optimization techniques, trickier responsive designs or tech-enabled live content, 2013 is the year to take comprehensive action. There would be its own set of challenges to overcome, but email marketing will continue to rule the marketing space with its ever evolving features and changes!!

Author's Bio: 

Linda Mentzer is a published author and senior marketing manager for an information management company that has helped sell thousands of software products on a global scale. With over 11 years of experience in electronic marketing techniques, Linda has authored articles for several leading business journals, worldwide.