As we wrap up 2005, the team and I would like to share a few of our industry predictions with you. Here's what we think you can look forward to in 2006:
Email deliverability will continue to be a major issue.
2006 will usher in a whole new set of deliverability challenges. Some, like authentication methods and challenge-response functionality, will be addressable by meeting technological specifications. But the most important factors affecting deliverability will continue to be reputation and respectful sending practices. In both cases, successful online marketers will need a knowledgeable and engaged ESP working on behalf of their brand.
Companies will leverage online loyalty initiatives to engage personally with their highest-value customers.
Points-based loyalty models have long proven effective for credit card companies and airlines. But 2006 will be the year when companies of all types will develop innovative loyalty programs that put eMarketing's information gathering, personalization, and reporting capabilities to profitable use.
RSS will not noticeably impact the effectiveness of email this year.
Despite much talk, evidence shows that RSS has been adopted by only a small percentage of Internet users, most of whom are techno-enthusiasts. Email will continue to be the "killer app" of 2006.
eMarketers' use of segmentation strategies and testing will become increasingly sophisticated.
Marketers are getting smarter, and the technology is, too. Upcoming advances in email functionality like easier-to-use dynamic content, more robust testing capabilities, and deeper integration with Web analytics providers, will give you even more actionable information to drive sales and build relationships.
These are our predictions for the year ahead. What are yours?
Thanks for an exciting 2005. The entire team and I wish you a happy and successful New Year.
Sincerely,
Tim Marusich
Vice President, General Manager, and Chief Spam Cop
BlueHornet Networks, Inc.
Tim@bluehornet.com
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The Year of Authentication
