5 Upcoming Trends in E-mail marketing
Now as the year 2019 comes to a close, now is the time to look to the future and everything that 2020 brings. With the vast amount of data now being used and analyzed it is becoming much more easily discernible to figure out which tools and techniques work from the ones that don’t. There are many that are faced with the booming popularity of social media and search, however, email is still a current way to deliver a distinct set of benefits that other media streams just don’t have the qualities to match, but there are developments on the horizon that you need to be prepared for.
It may be time to think more mobile
There is a considerable push for marketing channels to not only optimize for mobile devices and platforms but prioritize mobile over desktop in the year 2020. Mobile browsing has now surpassed desktop browsing in terms of the percentage of traffic. There is an increase of 23% year on year regarding mobile revenue, resulting in an acceleration of mobile optimization across almost every digital marketing channel. There is a shift in the way consumers use technology and by design, the internet. A greater amount of people are using mobile to open emails than laptops, signifying a shift from predominant desktop use to a primary mobile use which will affect how marketers effectively reach their audience and target. The areas where it is possible for you to make instant improvements are to optimize for mobile in your copy, images and overall design and layout. Testing emails has always been an indispensable step in the sending process. Email now has the possibility to be viewed across so many different devices that it would be a shame not to take advantage of the opportunity, so you should take the time to guarantee that your emails are rendering effectively and efficiently across every device type, especially mobile.
The rise of Artificial Intelligence in Email Marketing
Many marketers are afraid or at the very least concerned about automation and more specifically artificial intelligence making them obsolete, but that is not the case. Artificial Intelligence can help marketers to gather and generate better insight as well as analyze data from email marketing campaigns or customer engagement to predict potential churn. Marketing automation is centered around providing the most relevant content at the most suitable time to a specific individual or group, be they existing or potential customers. With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages can be sent automatically, according to sets of instructions called workflows. The intelligent part comes from how AI systems learn from past behaviors to shape future actions. With the sophisticated algorithms that A.I provides it is then possible to personalize the content for future emails for each customer without the need for human interference. A. I processes the data and makes marketing easier resulting in tailored messages for the best conversion, identify behaviors and events for triggered email marketing as well as set up automated campaigns for lead nurturing.
Automation might be the future
The past year saw major improvements and advancements regarding automation. The next decade could change the way we use the channel entirely. Integrating email into the full marketing stack is a fast-moving train that cannot be stopped. With marketing cloud services arming themselves by gathering relevant data and processing power, there is a result in improved stat models, cross-channel optimization and paved the way for machine learning and automation to rule the email landscape in 2020. There is only room for automation to take over the process, or at the very least simply it. It will become even more important to understand the link between marketing and automation, leading to increased ROI in an already ROI-positive channel. Smarter automated segmentation will lead to increased performance, customization and accessibility.
A great way to create accessible emails is to manipulate the code so that it can work for every user. Having a strong code-base behind your email is the best way to assure accessibility.
Determine the language in the HTML
- Ensure that alternative text is used for all images
- Make sure your HTML tables are accessible to screen readers
Increasing usability and accessibility promotes inclusion and increases ROI by increasing the reach of your email marketing strategy.
Customize your blasts
Email marketing tools - much like tweets and Instagram ads - afford you the ability to speak directly to a specific reader so take advantage of the opportunity, you can do this by customizing the content of your emails to personalize them so that they resonate with your target.
After segmenting your email recipients, get to know them better. What appeals to them? What are they looking for when browsing for products and services? How do they define good customer service? What made them visit a website and subscribe?
Understanding and developing insights by familiarizing yourself with your recipients makes it easier to personalize and customize your emails, follow-ups and reminders.
So to recap:
There is a considerable push for marketing channels to not only optimize for mobile devices and platforms but also prioritize mobile over desktop in the year 2020. With the vast amount of data now being used and analyzed it is becoming much more easily discernible to figure out which tools and techniques work from the ones that don’t. There is an increase of 23% year on year regarding mobile revenue, resulting in an acceleration of mobile optimization across almost every digital marketing channel. Email marketing tools - much like tweets and Instagram ads - afford you the ability to speak directly to a specific reader so take advantage of the opportunity. Having a strong code-base behind your email is the best way to assure accessibility. The fact is the landscape may change but as long as you are prepared and develop insights to move with that change you will become that much better at developing effective email marketing strategies.