Why We’re Betting on Reveal Marketing

The email marketing landscape is changing. We all know that. What worked in the past, provides very little in the way of return on investment today.

Marketers and brands are relying on email marketing now more than ever to reach customers. Yet, at the same time, many of them are struggling with the main email marketing objectives: growing subscribers and keeping content relevant.

In order to help marketers navigate through the challenges they are facing, hundreds of new and established email marketing services have emerged.

Many of these were covered in a recent article over at VentureBeat called Email Marketing Technology is Ridiculously Complicated.

In the article, the incredible complexity of the email marketing landscape is highlighted. The fact of the matter is, to get the information marketers want into the inbox of their customers correctly, there’s actually quite a bit of action going on behind the scenes that most don’t even know about.

The Email Marketing Landscape

In this graphic from Fluent, it’s pretty easy to see why the technology can seem overwhelming.

Email marketingscape The EMAIL MARKETINGscape from Fluent, Inc

Each of these boxes highlight individual segments that are a vital part of the email marketing landscape  and that must integrate seamlessly to email to work the way marketers need.

What’s incredible to note is that many of these services have only emerged in the last decade or so.

This shows two important things: email marketing has emerged as a vital part of marketing as a whole, and the many opportunities there are to dive even more deeply into email to serve very specific interests and needs in unique ways.

Why Reveal Marketing is the Future

As a technology of sorts, reveal marketing hits right in the sweet spot of the two biggest challenges email marketers are facing, both keeping content fresh and growing subscribers.

That’s why we’re betting on it’s future.

Using out of the box approaches that highlight curiosity, interaction and engagement, reveal marketing is being utilized by brands to supercharge their email marketing.

What makes reveal marketing an interesting play for the future is that it goes way beyond email and into consumer and behavioral psychology.

Marketers and brands who are combining big data and human data are able to get far better results. They understand that taking a deep dive into why consumers do what they do and what they respond to is increasingly important.

The results speak for themselves.

When email subscribers are able to physically interact with their emails, in the form of games and promotions the impact is huge. Subscribers (and potential customers) who are exposed to reveal marketing have much higher rates of interaction than those counterparts who are getting the standard email fair.

Reveal marketing is also amazing for mobile devices. According to a recent survey by Litmus in early 2015, 53% of email is first opened on a mobile device. We all know that number is only going to continue to increase.

When marketers add the element of motion interaction to their emails, mobile devices really begin to stand out. Those subscribers who have to do something with their phone in order to get a reward from their email are automatically more interested and invested.

That’s something email marketers should be paying serious attention to, and many of them are with plenty of success.

It’s easy to see why we are so into reveal marketing. At the same time, it’s pretty clear that those brands and marketers who embrace technology, go mobile and understand the motivations of their potential customers are going to be the big winners.

Now the question is, what are you doing to embrace it in your email marketing? Let us know what you think in the comments.

Liz Froment

Liz is a marketing content writer for the Scratch-it team. She loves learning and writing about email marketing. You can find her tweeting about it and a lot more at @lfroment.