Email marketing landscape tends to shift a little every day. As the email industry continues to evolve, it becomes important to keep up with the latest trends. According to a report by Statista, there are around 3.7 billion email users in the world, and the number is set to grow to 4.4 billion users by the year 2023. Also, the average ROI for email marketing is 3,800 percent which is way higher than any other form of marketing. This makes it one of the best forms of marketing out there. To make the most out of it, you need to make some efforts and work on a strategy.
Marketers will need to leverage the latest technologies and tools in order to improve their current email marketing strategy. Therefore, it is important to keep an eye on the latest trends while digging into the classic email marketing approach. Let’s see some of the email marketing trends that will blow your competitors out of water.
Email personalization is more important than ever. As the email world is moving toward subscriber-centricity, acquiring more subscribers can be a little tricky. According to Adobe, 33 percent of the customers unsubscribe because the companies recommend them products that they don’t actually like. Using data in a deliberate way can ensure success. Marketers can personalize email content based on the data they receive from email preferences, purchase history, browsing behavior, etc.
Highly specific content based on past and predicted behavior can yield impressive results. 75 percent of marketers believe that email personalization yields a higher click-through rate. Based on the user’s browsing & purchase history, marketers can create content that piques the users’ interest. To stay on top of the game, email personalization is very important.
Email marketing is likely to be getting more expected in the coming future mostly because of Artificial Intelligence. The technology is already helping marketers write highly converting emails, predicting user actions, and optimizing send frequency. AI can help identify the trends and understand correlations. Also, businesses need to send multiple emails in a day, but a mere 5 percent of bounce rate can get you blocked. Powerful AI-powered email verification services can prevent ESPs blockages.
AI can offer valuable suggestions to the marketer and can also save valuable time. Marketers should look forward to implementing AI in their email marketing campaigns to boost conversions.
Landing customers can be hard with static content. Emails that contain image carousels, quizzes, clickable hotspots, or hamburger menus allow the users to interact with the brand. This increases subscribers’ engagement with the brand. The more engaged your subscriber is the higher the chance of him purchasing an item. It is one of the best ways to boost your sales. Sure, there are many other ways for brands to make the email more interactive.
For example, fun games can get your subscribers into opening your email. As a brand, you want to keep your subscribers engaged with the brand. Brands should at least experiment with it to boost interactivity.
While email personalization is very important, marketers should be very careful with their campaigns as there are a lot of controversies about the misuse of personal data. The governments are taking steps and enforcing laws for data privacy. In 2018, the General Data Protection Regulation was put into action to protect user data. Requiring the consent of the subject for data processing and anonymizing collected data are some of the key aspects of the regulation.
According to a survey, 60 percent of the consumers feel uncomfortable while sharing their personal data with the brands. Users are concerned about how their data is being used by the brands. Marketers need to shape their campaigns in a way in which users can benefit without being exploited.
Shift To Mobile Devices
The shift from computers to mobile devices is huge. Mobile optimization is important for businesses in any form of marketing and email marketing is no exception. 55 percent of all the emails are opened on mobile devices. The number will continue to grow since more and more people are shifting to mobile phones. As more than half the emails are opened on smartphones, marketers need to take into account the length of the email, how is it being displayed on the phones, etc. just to ensure that it doesn’t look cluttered. User experience is the most important thing when it comes to making sales. Therefore, emails should be optimized for mobile devices.
According to Hubspot, 54 percent of people want to see video content from email marketers. Also, they retain content delivered in the form of video. Creating visually appealing content increases the engagement rate. Plus, it is also entertaining. Including video in your email improves the open rate by almost 19 percent while boosting CTR by 65 percent. Making this tactic a part of your marketing strategy can help boost sales.
It is time to do some experimenting with your email marketing strategy. Making it work is not that easy but if you take time to do your research and come up with a nice plan, it can work really well for you.