An emerging trend in email marketing will be an even more vertically focused approach. There will always be similarities among industries, but just as more targeted campaigns are having more success than general campaigns, so too will industry specific strategies.

There is understandably a big focus on email marketing strategy around retail, but this is not the only industry that specific strategies can yield better results. And even within the online retail space, specific product/service companies will benefit a great deal from custom strategies.

It’s easy to fall in line and follow suit with what’s most popular, but each industry has it’s own unique customer base, buying habits, consumer issues, etc. which dictate a unique approach.

Our own experience is proving this true. Both our existing and new clients are beginning to look for more effective strategies than in the past. It’s the natural evolution of email marketing…and they are asking for new ways to reach and convert customers, not just the popular methods.

And as with everything online, the key will be in the testing to find out what works best!