Every day, the landscape of email marketing changes. It is important to stay on top of the latest trends in email marketing as the industry evolves. A report from Statista shows that there are approximately 3.7 billion people who use email worldwide. This number is expected to rise to 4.4 billion in future. Email marketing has a higher ROI than any other marketing method, at 3,800%. It is one of the most effective forms of marketing. You need to put in some effort and create a strategy to get the best out of it.
Marketers will need the most up-to-date tools and technologies to improve their email marketing strategies. It is crucial to stay on top of the latest trends and still stick with the traditional email marketing approach. Let’s take a look at some email marketing trends that will outshine your competition.
Personalization in email is becoming more important than ever. As the email world is moving toward subscriber-centricity, acquiring more subscribers can be a little tricky. Adobe shows that 33 percent of customers unsubscribe from companies who recommend products they don’t like. It is possible to succeed by using data in a planned way. Marketers can personalize emails based on data such as email preferences, browsing history, and other information.
High-specific content that is based on past or predicted behavior can produce impressive results. 75% of marketers believe email personalization leads to a higher click through rate. Marketers can create content that is relevant to the user’s browsing and purchase history. Email personalization is essential to stay ahead of the curve. Hire one of the top digital marketing companies in Mumbai for providing email marketing services to grow business.
Artificial Intelligence will make email marketing more popular in the future, largely because it is expected to increase. So, Artificial Intelligence is already helping marketers create high-converting emails, predict user actions and optimize send frequency. AI can identify trends and determine correlations. Businesses need to send many emails per day. However, a mere 5 percent bounce rate could get you blocked. ESPs can be blocked by powerful AI-powered email verification service.
AI can provide valuable insights for marketers and save time. To increase conversions, marketers should consider implementing AI into their email marketing campaigns.
Static content can make it difficult to land customers. Emails with image carousels and clickable hotspots or hamburger menus let users interact with the brand. This improves subscribers’ engagement with brand. It doesn’t matter if you are a clothing company, jewel jewelry shop, or an online food chain. The more engaged your subscribers are, the greater the likelihood of them purchasing an item. This is one of your best options to increase sales.
There are other ways that brands can make their email interactive. You can send attachments to your subscribers by using mail merge and attachment with Google Sheets. Your subscribers will appreciate your attachment if it has good content. This will be a benefit to your business.
Fun games can also encourage your subscribers to open your emails. Your brand wants to keep subscribers connected with it. It is a good idea to at least try it out, in order to increase interactivity.
Privacy of data
Email personalization is important. However, marketers need to be careful about their campaigns due to the many controversies surrounding the misuse of personal information. Data privacy laws are being enforced by the governments. To protect user data, the General Data Protection Regulation came into effect in 2018. The regulation’s key features include the requirement of consent from the subject and the anonymization of collected data.
A survey found that 60% of consumers are uncomfortable sharing personal information with brands. The brands are using their personal data in a way that is not acceptable to users. Marketers must design campaigns that allow users to benefit from the campaign without being exploited.
Shift To Mobile Devices
It is a huge shift from computers to mobile phones. Email marketing, like any other form of marketing, is reliant on mobile optimization. 55 per cent of all emails are opened via mobile devices. This number is expected to rise as more people switch to mobile phones. Marketers need to consider the length of emails, the display on phones and how it is being displayed. It should not look cluttered. When it comes to selling, the user experience is what matters most. Emails should therefore be optimized for mobile devices.
As per reports that 54% of people would like to see video content sent by email marketers. They also retain video content. Engaging with visually appealing content will increase the rate of engagement. It is also fun. Video in an email can increase the open rate by almost 19% and boost CTR by 65%. This tactic can be a part your marketing strategy to increase sales.
You are now ready to experiment with your email marketing strategy. It isn’t easy to make it work, but if you do your research well and have a plan in place, you can make it work.
It has been demonstrated that client segmentation increases conversion rates. It’s going to be deeper than just segmentation. It will go micro-segmentation. So It will be more important to send targeted emails with relevant content than ever. It is essential to properly categorize email recipients according to their behavior data, preferences, locations, personalities, and other relevant information. Advanced segmentation, which is based on past purchases and resources downloaded and the type of products searched for, can be more converting than the above parameters. To categorize recipients according to their preferences, micro-segmentation is necessary. Because audience behavior is always changing, it is important to do micro-segmentation often. It will always change. Email lists should be updated regularly to keep up with this change. Interactive content such as quizzes and chatbots can be used to create micro-segments.
Agile email marketing
The next year might see the need to revise or modify the marketing strategy. Marketers must be ready to pivot and adapt at a moment’s notice. This sudden change can easily be managed with agile email marketing. Agile email marketing involves the use of data and analytics to continuously iterate a marketing campaign. This is done by working with other teams to conduct tests and experiments.
Six principles guide agile email marketing:
- A memorable customer experience
- Adapting to Change
- Validated learning
- Process management
This agile approach streamlines email marketing operations and uses a trial-and error approach. This approach is focused on four things/shifts: Outcomes over output, Continuous improvement and Customer-focused. Email strategy can therefore be updated as subscribers and data change. These are the key features that make agile email marketing worthwhile:
- It saves time when working with email.
- This allows marketers to concentrate on their target audience’s needs.
- When promoting goods or services, it improves swiftness and precision.
The agile approach allows for a customized experience that is in tune with the customer’s needs. Agile helps overcome inefficiencies and improves collaboration with other departments.
Renewed emphasis on performance marketing
One of the most cherished performance metrics will be losing its status in future. Open rate was once a reliable method of monitoring and analyzing the performance of all emails sent. But that is no longer true. Since Apple’s privacy features, which preload all email content, email marketing performance has been diverging from open rate. Companies used pixels to track open rates. Upon opening the email, these pixels loaded. All emails now read “opened”, even if they haven’t yet been clicked by the recipient. This means that it is impossible to track the open rates for large numbers of mobile users. Other mobile device companies may soon follow this example. Email marketers will benefit if they shift their attention from the open rate for Android users and PC users to other metrics such as conversion rate and mail list growth rate.
Content created by users
Social media marketing has had user-generated content for many years. However, it is slowly making its way into email marketing. This is one of the best and easiest ways to increase organic traffic and convert more customers. This trend relies on customers posting reviews or product recommendations to Twitter or Facebook. To sway leads and subscribers, use these opinions. Recipients may be more likely to purchase if they see reviews from other customers than if they read marketing copy written by business staff. The user-generated content is free and can be used to promote brand positivity as well as cheap publicity for the business and its products. To gather this content, users can take a picture of themselves using the product. Or you could include a CTA in a survey or poll to quickly collect the data.