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Email is still one of the best tools available for businesses of all kinds to connect with consumers. It is one of the most effective marketing channels, with 95% of marketers saying email is “very important” for their organization in a poll conducted by the Direct Marketing Association. Telemarketing has fallen out of favor in the era of the Do Not Call Registry, and email has stepped in to fill its place. Marketers use email to generate leads, spread the word about promotions, and reengage former customers to purchase more items. Here are some of the latest trends in email marketing that can help your campaigns hit harder and do more.
1. Predictive Marketing
Predictive marketing is being used in a variety of ways, but it’s particularly effective as part of an email strategy. Marketers are using data about customer’s behavior on websites and their past purchasing activity to create more detailed customer personas, then creating targeted marketing messages that attempt to anticipate the reader’s needs and interests. Many firms are focusing on using predictive marketing for clients that they already have a ton of data on—typically consumers that have already made multiple purchases from the company. You can use predictive analytics to re-engage these customers with discounts or reminders.
2. Kinetic Email
Email has evolved a lot over the years, but it’s still mostly a text format, and as such, isn’t as eye-catching and exciting as other forms of communication and content. Kinetic email aims to change that. Kinetic emails include lots of moving parts—rotating carousels of images, clickable buttons that urge you to click them via simple, repetitive animations, creative backdrops that shimmer and shift as you mouse over them. Although kinetic email functionality is still limited by technology and ISP, interactive email will be expanding in the next year, and tools for creating kinetic emails will become more widespread.
3. More Mobile Purchases
Two-thirds of emails are being opened on smartphones and tablets. If your email campaigns aren’t optimized for mobile, you could lose half of your subscribers. Mobile traffic accounts for a higher percentage of overall web usage than ever before, and increasingly, people are using their phones to make decisions about purchases. That means that your emails need to be responsively designed, at the very least, so that people who open your emails on phones can read them. You should also make sure to have mobile-friendly purchase links in your emails. Overlooking mobile is a recipe declining engagement.
4. Perfecting Personalization
There is a wealth of data to demonstrate that personalized emails are more likely to be opened, read, and acted on. Look for personalization to deviate from its previous incarnations, in which emails often reminded users of a previous purchase or used their name, to start becoming more intensely targeted, incorporating data about a users’ interests to create an email that is entirely unique to them.
5. Workarounds For GDPR
GDPR, the General Data Protection Regulation, is a piece of legislation that affects the member states of the European Union (and thus, any company that sells to residents of these states). GDPR aims to reduce the amount of data that companies collect on their consumers, as well as the trading of data that often goes on behind closed doors. It’s a sweeping, broad law, and the way it will be applied is still somewhat up in the air, but there’s no doubt that it will severely impact the ability of email marketers to collect and use data. You will have to rely on workarounds that let you collect data while remaining within the law. That means making more explicit requests for user data, and less collecting it randomly. You should try to learn as much as you can about GDPR and how it affects your business—because violations can have consequences.
Running email campaigns is one of the primary techniques of many digital marketers. Your campaigns will be more effective if you stay on top of the quick-moving trends in email marketing. Take advantage of some of the trends above to transform your email marketing, increase your subscriber rate, and lower your rate of unopened emails.
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