For year there have been many Sayers who are calling Email Marketing ‘dead’. Face book’s COO Sheryl Sandberg said in 2010 that Email “is probably going away.”Now we are in the phase of 2019 and almost one month left to cover this year and time to say bye to 2019.
In these 9 years Email Marketing strategy and process has been more develop and segmented, Marketers invented many minor and major ways to attract user and potentials through Email Marketing.
Now, Email Marketing is more important than ever in this world. Still it is strongly relevant. Presently it is used by more than 50% people of the World’s population. We know that Email Marketing delivers more ROI than other marketing channels. But it will be significant only when we can show you how to adopt it.
In recent years, Email Automation has been extremely changed to get better. Data has now become more useful for marketers with the arrival of marketing cloud services. It will become much productive because artificial intelligence will unified with Email Marketing, which is helpful to communicate with your consumers & can get a smooth consumer experience with better email campaign performance.
Increasing use of the artificial intelligence & machine learning will allow email marketers to set performance benchmarks very smoothly. It will conduct you to automation of the consumer lifecycle stages & increase of these workflows. Automated emails also have a human touch rather than automatically drafted email.
In 2020, marketers will need to be ready for Dynamic Segmentation of user to be updated with real time data. Previously you had to export the individual segment of the list manually. Dynamic Segmentation now helps you to update the list immediately based on the user’s previous conversation with the website without any human involvement.
Email marketers & designers will focus on creating more accessible emails which will work for every user. In 2020, email coding will be more powerful to secure accessible emails. 2020 will show the significant improvements for the creation of accessible emails which will boost your email marketing planning.
Day by day the screens of accessing emails are being smaller. Probably the Voice Assistants will be presented to read your emails. There is already a strong competition between Apple Siri, Amazon Alex, Microsoft Cortana. It would be interesting to see the effect of this simple approach of Voice Assistants on email clients.
User Generated Content works well for every marketing channel including emails. It helps to increase the engagement of the subscriber & make them sure to purchase the product. This strategy is working best for ecommerce industry. According to 3rd cart, 82% consumer believes these emails totally valuable & 70% consumers check reviews or rating to take a purchase decision. Email subscribers are three times more likely to share content on Social Media. That social media united with email marketing provides more user-generated content for future. Even This process will help to get the feedback from consumers about the product or services through emails. Consumer’s feedback will help Merchants to flourish their products and services accordingly.
Now there are many people who are accessing their emails on mobile rather than desktop & laptops. So you have to design your emails in a way that the emails will be responsive & optimized for mobile as well. When this interactive design will entertain subscribers & draw their attention, so it should be the important element for your email strategy in the coming year.
To add CIF or set a video with your email is not sufficient. It should have some value for the recipient. Around 66% mobile user delete emails which are not mobile responsive. Users always want to get animated call-to-action, interactive hotspots, carousels, menus, accordions & surveys very often in the email.
We are aware of the GDPR (General Data Protection Regulation) rules launched in May 2018. So we should be careful in our business about GDPR to protect the privacy & personal data of EU citizen. Even these guidelines are stricter for the other nations like USA. They might change their CAN-SPAM law to prevent their data in the world of email.
If you don’t want to send your emails to the spam folder of your users, then you should send limited mail to them. People who have signed up for your updates and newsletters, obviously they’re interested in your brand, products or services & they want to be connected with your product or service. So this doesn’t allow you to harass them with your emails. You should send limited emails to your user once a week.
Personalization is now a popular trend in all marketing channels, even in email marketing. But in reality still most emails are not very personalized. But there is variation among the Retailers. For example: Out of 25 Walmart sent only one personalized email based on behaviour in August, where Target sent 23 behaviourally personalized emails out 41 for the same month.
Retailers were still so behind to adapt a best practice what the industry deal with. Michael Osborne, CEO and president of Smarter HQ, pointed to inertia. “Either they find it difficult, or they’re addicted to the way that they’ve always done it.” He said. “Ev.ery extra dollar of revenue counts, even if it’s detrimental in the long term for their customer base and loyalty.”
All these trends will be included with email marketing in the coming year, 2020. It will be one of the most desired marketing channels for Promotion, Conversion, and analyse the Consumer Behaviour. Emails are still now more suitable communication medium for most of the companies & it will obviously continue to be so.