The advent of digitalization has paved the way for advanced strategies in every field with marketing being no exception. Email marketing, a cost-effective way of promoting products, services and events to customers, business prospects, members or suppliers in a short period of time has proved to be a fruitful tool for increased sales and brand expansion. For small businesses aspiring to attract new customers, sustain existing one, improve customer relationship management efforts and give a quick boost to their return on investment (ROI) without spending much, marketing through email is their right stop.

Email gives businesses the ability to build credibility with consumers by sharing helpful and informative content within their easy reach that facilitates interactive connection and nurtures quality of relation with customers. Serving as gentle reminders, email marketing never lets consumers forget about your business offerings. Such personalized way of marketing gives companies the power to reach customers in a place most people visit every day which is their inbox.

For the growth and success of any business, be it large or small, brand awareness and reach to each and every customer is must which in turn is possible only through proper marketing strategies. So for providing better results to businesses, marketers have to keep pace with the changing world to upgrade their strategies that can prove to be effective. Such a concern is quite common among the CEOs who want to know how the digital world will look in future so that they can accordingly strategize their marketing portfolio for the coming years.

Though no one can see the future but based on the current trends and shifts in the digital world, people in the industry has already begun to make predictions about what could future behold. Based on his observations, Dr. DEAN SWANSON has come up with his findings that in future there are chances that both email marketers and mailbox providers will change the way they interact with email. Mailbox providers will be framing stricter filtering policies that will let businesses take advantage of their data for developing engaging email experiences for landing into the inbox.

In the coming years increased adoption of IPv6 will provide a huge resource of IP addresses that spammers can and will definitely exploit. So for keeping spammers away, mailbox providers will more depend on domain-based reputation to evaluate incoming mail. Such a shift in policy will compel marketers to maintain a faultless reputation to pass such filters. Hence, in the future to be in a comfortable position, small businesses will need to choose an email provider that has a good reputation in the digital marketplace and who can provide a wide-range of services.

Also, email senders of small businesses have to start monitoring and increasing the engagement of individual subscribers along with the overall engagement of their list in order to be able to identify each customer and make interaction with them more personalized.

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