10 email marketing trends that will dominate 2019
10 email marketing trends that will dominate 2019
There is an affordable and easy-to-implement technology to turn email into a powerful behavioral marketing tool. A tool that does much more than send messages in response to customer behavior.
The orientation and personalization of the behavior, used throughout the email and its website, can predict and shape what your customers do. This helps build an experience for the client effortlessly and memorable.
But, despite being such an advanced channel, email marketing remains an untapped resource for many companies. Is your business one of them?
In this blog post, we summarize ten email marketing trends that experts predict will dominate 2019. These come from a. and the Smart Insights report that you can download in its entirety here.
Read on to discover how your company can use the latest e-mail marketing trends to its advantage in the next year.
1) Innovative responses to regulation increase consumer confidence.
As all advertisers continue to remember, 2019 is the year that GDPR goes into effect.
But is an increase in regulation and the risk of fines something bad? Steve Henderson, data protection officer at Communicator Corp, thinks maybe not.
Steve predicts that the new gold standard in data protection will mean that consumers expect more. The growing expectations of consumers and the need to comply will drive brands to innovate.
Wait to see: consent confirmation campaigns Anonymous and invited online shopping processes. best registration forms Easy to understand privacy policies
2) Consistent representation and email interactivity
Each email client has its own way of representing HTML and CSS. This causes problems for email marketers who want their emails to look good in each inbox.
Heidi Olsen, the senior developer of eROI, believes that 2019 will be the year in which marketers begin to adopt a technical solution that solves this nightmare of consistency.
New markup frameworks such as MJML and HTML ensure that emails are processed consistently across all major email clients. Marketing professionals can finally be sure that the recipients will see what they are seeing when they press send.
And emails will not look better in 2019; They will have more functionality. Tim Watson, Zettasphere's email marketing consultant, expects to see more interactivity in emails this year.
It sounds great, right? Well, hold your horses. Tim offers a warning to those tempted to introduce interactivity with abandonment.
It is important to ensure that interactivity improves the user experience, or conversions may suffer. Download the full report for Tim's detailed advice.
3) New iterations of the mobile-first design.
It has been true for quite some time that design for mobile devices is essential if you want to offer a constant customer experience on all devices.
Elliot Ross, CEO of Taxi for Email, says we should expect brands to focus on optimizing the finer details of the mobile experience in 2019.
Using a pasted copy, easy-to-touch buttons and high-impact images is the minimum. The smart brands are working on their third of the fourth version of the mobile email design.
If this does not sound like your brand, you may be left behind.
4) Contextual customization and sticky commitment.
Komal Helyer, marketing director here at. , go to 2019 as the year in which brands will begin to use smarter personalizations.
Inserting personal or demographic details is no longer enough to cut the mustard. Contextual customization technology is available and easy to use.
The use of geographical, real-time and predictive elements to personalize will become generalized. These elements will offer value to consumers and means that they can begin to trust brands to obtain key information.
But contextual customization is not the only way people will engage in brand marketing. The sticky commitment will also take this effect into account.
What do we understand by sticky commitment? Well, if you're like us, you'll find something about those little red dots on your phone that's hard to ignore. Once people get used to responding to visual notifications, it becomes addictive.
E-mail marketers are starting to use these habit-forming tactics on platforms. Jordie van Rijn, the founder of Email Vendor Selection, predicts that more brands will use a sticky commitment in their emails in 2019.
5) Sophisticated segmentation led by the AI.
The idea of ?? directing personalized messages to specific segments is not new. However, the gaps in the data and the implications of the resources of creating multiple versions of content have made the implementation of this unrealistic for many.
This is scheduled to change in 2019, according to Elliot Ross, CEO of Taxi for Email.
Developments in AI and content management systems are breaking the barriers to segmentation. More brands may adopt a more sophisticated approach as a result.
6) Testing your way to the success of the subject line
What makes a subject line effective? Opinions on this vary among sellers of different industries and backgrounds.
April Mullen, director of consumer marketing at Selligent, expects the following trends of the subject line to emerge in 2019:
Shorter subject lines (less than 20 characters) with better performance
continued use of emojis
more casual, conversational phrasing
Tests using smarter tools.
To who. , we have our own opinion on the use of emojis that Internet Retailing reported here.
Dela Quist, founder, and CEO of Touchstone Intelligent Marketing and CEO of Alchemy Worx sees the evidence as the best route to the success of the subject line.
Dela shares some super interesting test data from Touchstone in the full report. Download your copy to explore this and illuminate your subject line strategy.
7) Writing your emails to the customer first
The art and science of writing for emails are different from other media.
Its purpose is often to get recipients to click on your site. Giving people content that they can completely consume in your email is not going to do that. And writing a copy of the first brand that promotes your products and your agenda will not either.
To write the first copy of the client's email, try to understand what real-life events cause a need for your products.
These triggering events help you understand the emotional and informational needs of your clients. Your goal is to create a copy that resonates with them. Talk to them in their language. Show them benefits, not characteristics.
And be sure to frame your messages so they resonate consistently, through the channels. While you have to consider the nature of the channel, make sure it is the client, not the channel, who is writing.
While you are writing to resonate with your client, it is also important that you constantly sound like your brand. Catherine Loftus, senior marketing manager at TrustedHousesitters, shares information on how to create a consistent brand voice for the customer in the full report.
In the era of customer experience, companies that drive brand-centric messages are going to be left behind. Kath Pay, CEO of Holistic Email Marketing, predicts that brands will soon compete in the customer experience in the same way they do in the price.
So how can you verify that your copy puts the customer first? A simple measure suggested by Kath Pay is the "customer-centric calculator". To prove this you should:
Count all instances of the language centered on the brand in your copy (such as "our", "we" or "us")
Count all instances of client-centered language on your copy (such as "you" and "your")
Use this to calculate your customer's centricity ratio
aims to increase the customer centricity index up to 70% or more
Kath predicts that marketing experts will make better use of the following elements when writing their emails:
Stylized alt text
the rule of three
Subject lines devised by AI
creative calls to action
8) Improvement of email delivery capacity
Chad White, Litmus research director, predicts that we will see better email delivery capacity in 2019.
However, brands will not work on this by their own means. They will do it for two main reasons.
First, brands will begin to adopt authentication, which in turn will improve delivery capacity. This is in response to the promise of Brand Indicators for Message Identification (BIMM) to display logos next to properly authenticated messages.
Second, the threat of fines GDPR will stimulate an affirmative approach to consent. This will limit the growth of the list but will improve the commitment. As a result, the delivery capacity will improve.
9) Advances in the codification of the electronic mail.
Heidi Olsen, the senior developer of eRoi, expects to see greater use of CSS grid designs (to improve mobile responsiveness) and CSS animation in 2019.
Animated CSS funds enhance the brand experience for recipients whose email client supports CSS animation, without detracting from the experience of those who do not.
Alex Ilhan, the senior email developer at Acid Email, also anticipates that CSS grid layouts will come first. In addition, Alex predicts an emphasis on accessibility in the next year.
More brands will optimize the experience they offer to everyone, not just people without disabilities.
10) Smarter use of marketing automation.
The experts had a lot to say about the use of marketing automation in the coming year, which makes it our most current email marketing trend.
The marketing director anticipates that this will be the year that marketers will begin to implement smarter marketing automation:
A key benefit of automation is that it allows you to respond to behavioral triggers. This ensures that messages are relevant, encouraging your customers to take the next step in their journey with you.
