With email marketing, you’ll have the benefits of it being cost-efficient, you’ll be able to reach more customers on mobile and it can give you the chance to personalize and send tailor-made messages to your target audiences.. what’s not to like? Has it crossed your mind whether “email marketing is dead”? Email is not going anywhere and it’s still one of the most effective way to engage with your customers. To discover more about the latest trends and what the future holds for it, read on.
Getting the Big Picture for the Future of Email
In the fast-paced world of social media, what would be the role of e-mail in our lives as marketers? How could we utilize it more for the benefit of our customers? For me, it’s a valuable digital marketing tool that has a constant and integral role to reach out to people that matters and will always be here to stay.
If we think about email marketing’s future, much of what we focus on is that email is a data-rich environment. Data is everywhere in our online experiences. As marketers, it’s our job to use it appropriately and responsibly.
The future state of email is much like Minority Report but takes it a step further. Think about information communicated to the end user based on direct communication and propensity to purchase.
The medium is not as important as the message, but the message is delivered through the right medium for consumption.
The fun of this future vision is that this can be done in a small way today. Propensity models that encompass products AND media already are in place, yet we have a hard time applying those in a scalable and practical way.
That experience is everything – relevant, demand-driven and ruled by instant gratification.
Remember that the ultimate end goal for email is that we have demand-driven messages that consider every piece of data and experience to deliver a message. It’s not just the email – it’s the message the email sends.
That message can be delivered where it’s best consumed based on individual needs, preferences and situations.
Email marketing trends 2020
Our passion as marketers to be always up on our feet and to be updated with the latest marketing trends is what keeps our businesses grow. Some things are predictable while some are not, but email has been always a trusted source of communication and we should always look for ways to integrate the role of email marketing in our strategy.
Across your digital marketing channels, you’ll be noticing changes that are designed not just to optimize for mobile, but to even prioritize mobile as we move into 2020.
Mobile browsing has now surpassed desktop browsing in terms of percentage traffic:
This percentage share of traffic for mobile is not, for now, being matched in terms of where the majority of purchases are being made. Crucially, however, mobile’s percentage revenue has increased by 23% year-on-year, resulting in an acceleration of mobile optimization across almost every digital marketing channel.
Research of this kind, exploring how consumers are surfing the web and purchasing in the digital space, has been the driver behind an array of mobile-focused changes:
> Accelerated mobile pages (AMPs)
> Rich Communication Services (RCS) messaging
> The steady increase in SMS marketing’s popularity
> Mobile-first web design
All of these developments are, quite simply, responses to changes in the way we’re using technology and the internet. With this in mind, as email marketers, you cannot rest on your laurels when it comes to mobile optimization.
Email vs. Social channels: Who will win over consumers’ communication preferences?
Personalization is one of the best advantages that email marketing can give. Authenticity and realness is what hits home for almost everyone, and to read an email letter that is addressed to me by name, that is targeted to what my interests would be and what i would need..chances are I would go ahead and click that email and connect with that business.
Email was integral to the birth of the Social Media Age – and played a vital role in the meteoric ascent of social networks to the near-ubiquitous roles they play on the internet today. Email facilitated social media’s first identification method. That identification method is still, oftentimes, the only, or most common means, of creating an account with an endless array of service providers. When new SaaS companies are born that offer services, portals and
applications, users have to create a profile. That profile will always have email at its heart – it will never be a question of email or some other identifier – it’ll always be email and other identifiers.
What to Include In Your Email Marketing for Best Results
With the right email testing and strategy, we can always improve the elements of our email campaign. A combination of a catchy headline plus precise content is always a good idea but making it valuable to the readers would gain you loyal subscribers and could increase the chances of getting that sale.
You aren’t just sending emails. You’re sending them as part of a larger strategic plan.
Email marketing straddles both owned and paid media.
Owned because it’s content and, assuming you’re providing value, is useable.
Paid because, while you may be able to start with a free software such as Mailchimp or Drip, if you do your email marketing job correctly, you’ll very quickly have to pay for it.
While email marketing, just like the four different media types, has its unique function inside your organization, it also has to be part of a cohesive strategy.
Email fits into that strategy because it’s one of the many touchpoints you can reach someone.
And, even though we all have a love/hate relationship with email, it’s the one communication method every person has.