Five email marketing predictions for 2012

6th January 2012 By Sam Burrows in Industry comment

When it comes to predicting what will happen in email marketing in 2012, I don’t think you have to be Mystic Meg.

By looking at what has happened in 2011, it’s not hard to see that we are heading in the same direction this year.

The key focus is still on mobile and social media with a few other things thrown in. But unlike last year, 2012 isn’t the year to start thinking about it; it’s the year to start doing.

Here are a few tips and things to keep an eye on over the next 12 months:

1. Social media

2011 was a massive year for social media and this year it’s only going to get bigger. However, this doesn’t mean the death of email marketing. Much the opposite. I believe that email and social are two different tools that are key to any digital marketing strategy. But by utilising social media in conjunction with email marketing you can benefit hugely.

‘Like’ and ‘tweet’

Using simple social media links such as Facebook’s ‘like’ button, your email or website can be shared with a wide range of new potential clients.


The use of social media makes it easier for recipients/clients to interact with you. Don’t ignore them. These are the people you are targeting so listen to what they are saying.Being mobile There is almost one mobile phone for every two humans on Earth and the figure is just going to keep growing. We, as marketers, need to notice that more and more people will be receiving emails away from their desk and this and what we send to reflect this.

2. Mobile

Viewing emails on mobile

With this shift happening, I predict that this year we are going to have to look a lot closer at the way our emails look on mobile phones and tablets. People are no longer going to be happy with an email that looks average on a mobile device. To keep your recipients engaged and retain their interest in what you are doing, make sure what you are sending out looks the bees knees across all platforms.

3. Apps

People won’t just to want to view emails on the move, they‘ll want to start doing other aspects of email marketing. The introduction of reporting apps where you can view live stats will become more common.

Please keep an eye out for little green plane’s new app or sign up to our Mile High Club to receive information on all our latest updates.

4. Segmentation and targeting

Don’t waste your time sending emails to people who don’t want to receive them. Segment your data into more targeted lists to get better results.

5. Stand out from the crowd

In 2012 you will be battling for prominence in people’s inboxes more than ever. Don’t blend in with everyone else’s email, stand out from the crowd.

Use the subject lines and preheaders as mini press releases. Sometimes this is all that the recipient will read of your campaign and you want to make sure that they get the message even if they don’t open the email.

What do you think? Do you agree with me? What do you think the email marketing landscape will look like in 12 months?

Sam Burrows
About the Author

Sam Burrows

Sam is the lead designer for little green plane. A key driving force within the design team, he ensures any email templates and landing pages designed for you are fresh and engaging, whilst adhering to best practice guidelines and your existing brand collateral.