With each passing year, new innovations change the face of digital marketing. But while many of these newer marketing methods certainly have their perks, few can dethrone email marketing’s tried-and-true status.
What’s more, research shows that 91% of US consumers check their email every single day, with 56% of those consumers using email on a mobile device.
With so many email users, using email as a marketing tool remains one of the most cost-efficient ways to connect with consumers, reinforce relationships, and increase profits.
To help you reach your email marketing goals this year, here are 4 trends you should be aware of for 2019:
1. More Personalization
“Email marketing content can and should be more deliberate based on customers behavior,” says Kyle Henderick at Marketing Land. “I believe in 2019 we will see this become more prevalent in marketing strategies.
Consumers are aware that companies collect data, and they expect to get something in return for their personal information. That being said, your customers will expect you to understand them and give them the information they care about.
As HubSpot points out, emails that are segmented and targeted are responsible for 58% of all earnings. Plus, when segmenting and targeting are done relevantly, these emails increase profits up to 18 times more.
“Marketers have no excuse not to personalize email content based on the plethora of data they capture from browsing, purchase histories and email preferences.”
If you’re using best practices, you’re already trying to deliver relevant content to subscribers’ inboxes. But optimizing current strategies with new technologies to increase effectiveness in collecting data and segmenting email lists will take your email marketing to the next level and result in a positive boost in conversions.
2. More Optimization of Mobile Strategies
According to Campaign Monitor, the number of smartphone users will surpass the 5 billion mark in 2019. Surprisingly, though, 1 of 5 email marketing campaigns isn’t optimized for mobile devices and that equates to about 20% of email campaigns that are losing out on major revenue, as well as neglecting to build brand loyalty or connect with their subscribers in a meaningful way.
“Optimizing emails for mobile will be imperative to the success of any and every email marketing campaign in 2019. But optimizing for email no longer only refers to designing an email for easy reading on your subscriber’s smartphones. In 2019, optimizing email marketing for mobile means crafting your entire customer journey for mobile users.”
Not only are customers reading emails on their mobile devices, but they’re also navigating from your emails to your website and shopping on their mobile devices. If your marketing messages and website aren’t optimized for mobile, that’s not going to happen.
You can’t assume that your subscribers will save your email for later to peruse on their desktop. They won’t. In fact, Adestra research shows that in 70% of cases, email messages that don’t display properly on a mobile device are most likely deleted within 3 seconds.
“Prioritizing mobile is no longer something you should consider; in 2019, mobile will be absolutely indispensable if you want to bring in the most revenue possible from your email marketing campaigns,” says Campaign Monitor.
3. More Text Message Marketing & Interactive content
Email Marketing will see a shift from sending promotions and sales-oriented messages filled with graphics to plain-text and interactive emails instead.
While opening emails containing detailed graphics may seem entertaining, the majority of email users try to dodge such emails because they’re often bombarded by advertisements, many of which cause them to feel pressured, or come across as spam. For this reason, text-only messaging is becoming more popular. Experts have discovered that email users prefer plain text over HTML emails that are graphics-heavy because plain text emails bear a resemblance to personal messages—the type sent by friends or family members—making them feel more personable and sincere, and less sales-oriented.
According to Business 2 Community, many marketers are opting for interactive emails that entice viewers and encourage involvement through quizzes, surveys, games, contests, GIFs, etc. These types of emails help to promote engagement, keep audiences entertained, and generate anticipation for more content.
CTA (call-to-action) messaging is also an essential part of interactive messaging, allowing viewers to engage with the email in order to shop, edit an order, update a wish list, or send shipping confirmation, etc.
The use of interactive content can help boost sales or simply educate and entertain. Whichever way you decide to go, make sure you’re creating emails that people can’t resist engaging with.
4. More Artificial Intelligence
AI is now being used to help email marketers with everything from generating effective subject lines and images to predicting how people will interact with an email, estimating when a viewer may unsubscribe from an email list, and making emails more personalized.
Information found on Business 2 Community indicates that AI for marketing automation is growing in such demand that global automated email marketing alone will account for $2.7 billion by 2025. And companies like Adobe have recently developed AI technology based on data and research from email campaigns and audience behaviors that they would like to introduce to email marketers in the near future.
With email users opening nearly 80% of all work-related messages and 60% of all personal emails, it’s not hard to see that consumers actually prefer to be contacted by brands this way. With each passing year, AI will only grow in intelligence, making email marketing more effective, as well as making it easier for all businesses to execute.
5. More Storytelling
One great way to give subscribers what they’re looking for is to include quality storytelling in your email marketing.
Whether you share your brand story or a customer experience, storytelling helps subscribers get to know your brand on a more personal level by revealing what goes on in your company and how your customers are engaging with you. Storytelling also allows you to illustrate the benefits and value your products or services provide to your customers.
In addition to seeking information on products and services when they interact with your brand, subscribers are also looking for personalized experiences. When you send them more than just a sales message by including curated content and storytelling, you give them that experience.
“Your subscribers want to connect with your brand and the people who run your company. Incorporate storytelling in your marketing and increase the visibility of your company’s human side to appeal to even more of your subscribers and ultimately convert them into paying customers.”
“Despite constantly evolving technology and new trends in the digital marketing landscape, email marketing is going to remain one of the most cost-efficient channels available to you and your business in 2019,” says Campaign Monitor.
New technologies haven’t replaced email in the past and they won’t replace it in the future, either. That being said, it’s important to remember that email marketing and new technologies work best when they work together.
If you’re willing to adopt newer and smarter tools, as well as utilize strategies to reach audiences through personalized messaging and storytelling, you’ll see your email marketing efforts become more powerful and more effective.
To get your email marketing off to a good start in 2019, try implementing the 5 email trends discussed above.
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