Email Marketing Trends 2019

It’s that time of year when many marketing experts try to forecast what’s going to happen in the future. As everything digital keeps consistently changing, it’s becoming harder to predict. Having said that what hasn’t changed though is the popularity of email marketing.

It’s estimated that over 2.8 billion people use email as a digital communication tool worldwide. Looking around the web, I found some interesting figures outlining that email marketing is still the highest ROI earning marketing tool for small to large businesses. One figure that keps coming up is this:

Email marketing typically has an ROI potential of 3800 percent, with each pound invested bringing in an average return of £38.
(https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/#seven)

Impressive, isn’t it?

To ensure that your ROI is being maximised it’s important to implement the latest trends. (Drum roll please) And these are:

Continued Segmentation and Stronger Targeting in Automation

As the demands on us as marketeers increase it’s vital to use the automation tools available to us because we can’t do it all. Systems like IBM Watson but also more affordable MailChimp and Campaign Monitor allow us to target and segment our contacts better, enable us to strategise smarter and increase profits due to the data made available to us.

There is no doubt that with the enhancement of technology we’re becoming smarter on how to but also when to utilise email marketing. There is a noticeable shift to only sending relevant content to subscribers who engage and also value it. With the implementation of GDPR it’s not just good practise but now law that subscribers who haven’t opened any of our mailers after a stipulated retention period need to be taken off from the list. On the other side of the spectrum, if a subscriber continuously engages and finds value in the content received, smart targeting and segmentation will further nurture the existing relationship between the customer and the brand.
It just proves that email marketing is not about the quantity of the list but about the quality.

Gamification & Text-Only Mailers

One of the changes that’s already happening is the way content is presented. In the past, html mailers consisted of one main static image, CTA buttons and written content with text links. Now, marketeers are mixing it up a bit by using plain text and interactive emails instead. The main reasons for this shift is spam filters and customer preferences.

For some, text only emails might seem boring but keeping in mind how many marketing related email we receive, they tend to convey a much more personal approach and are therefore becoming more popular.

Another trend is gamification encouraging the subscriber to engage with the content by scratching or revealing specific incentives or messages. Animated images are also used more often even with the risk that certain inboxes such as Outlook might block them.

Content Is Still King

Sending out an email starting with a plain sales message won’t get you the same result as if you engage with the reader by telling a story outlining the agenda of the business, interesting news, charity involvement and so forth. Storytelling done right can have a very positive impact on the ROI of that email. This is not a new trend but it’s increasing influence on ROI is.

Focus On Mobile

Whenever I send out a mailer for one of my clients, the majority of them will be opened on a mobile first. There are a lot of statistics out there that will tell you the same. What it means for all of us is that we need to ensure that the html mailer is mobile optimised as more emails views happen on mobile than on computer screens.

Respect Your Subscribers

GDPR…Not much else needs to be said really. Respect your subscribers and their personal privacy.

More Personalisation

It’s becoming harder to get people to sign up to your newsletter list. When they do, they need to receive personalised content or they’ll be opting out rather quickly. Luckily, personalisation is quite easy to implement as it forms part of the automation. Quick and easy ways to personalise your emails is by including the first name (not straight at the top but in conversation), information about past purchases or favourite items. You can be as creative as you like to make each email unique to your readers.

What now?

In ensuring that your email marketing measures up to your expectations and business needs, why not use the last few weeks of 2018 to take a good look at what is working and what isn’t working regarding:
  • ROI
  • Open Rate
  • Click Rate
  • Spam Complain Rate
  • Bounce Rate
  • Delivery Rate
  • Site Traffic
  • Time On Site
  • Average Time Before Purchasing/Contacting
  • Cost Savings
Bring on 2019!


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