– Email agencies in eCommerce are predicted to add community management services via Discord for brands centered around their lifestyles.
– Brands without a lifestyle angle or play may struggle to build a reliable community.
– Shifting the current methodology of constant sales and offers in emails to more lifestyle commentary is the best way to build a community.Shift the methodology of email marketing from constant sales and offers to more lifestyle commentary in order to build a reliable community for brands in eCommerce.Prediction: Email agencies in eCommerce will add community management services via Discord for brands centered around the lifestyles of the brands. Brands without a lifestyle angle or play will struggle to build a reliable community. The best way to build a community will be shifting the methodology currently present in emails, which is constant sales and offers, to more lifestyle commentary. Most brands have dug themselves into such a deep hole at this point by following “best practices” relevant to the company journey rather than the customer journey, that creating a community may be difficult. I anticipate that many brands are going to have a reduced effect after this Q4. There were a lot of emails and texts sent this holiday period, and yet sales slumped from last year relative to spend, pretty much across all companies I’ve heard from. Not all products have a clear lifestyle angle, which makes them exposed to changes across the ad landscape and rising prices. We’re heading into a new world where people want to be part of a movement, not just a brand. They want a brand to stand for something more than selling goods. And your most loyal customers don’t want a VIP program; they want a say in what you make next. They want a community to participate in, not just to hear from you when you have an offer for them. #ecommerce #marketing #communityhttps://www.linkedin.com/in/jivanco