Emerging Trends to Help Your 2018 Email Marketing

Email Marketing

Email marketing continues to be an important communications channel yet competition in the inbox for attention remains fierce.

As a brand, you need to continually review your approach to email marketing by reviewing the latest trends. Below are a handful of and whilst some of these are not ‘new’ techniques, they are being increasing used and are vital to keeping up with your competition and engaging your audience.

Trend 1.  Respecting personal data will change your email marketing strategy

On May 25th 2018, new rules come into place regarding data collection, handling and protection (GDPR) enforced by the European Commission. It’s vital for marketers to comply with or risk hefty fines.

Data-wise it’ll be about leaner, cleaner lists as emailers respond to GDPR by removing non-compliant data and tightening their opt-in procedures.  Process-wise, we’ll see the continuing rise of automation for all email marketers – it is now available with even the lowest cost services all marketers are looking to drive timely, relevant communications more than ever through automation.

Trend 2. Mailable ‘Microsites’

A mailable ‘microsite’ is an interactive email, which allows the user to interact with the email interface within the inbox. The adoption of this technique will help to increase customer research, engagement, and retention through a more engaging approach to content.  Features of an interactive email may include

–        Integrated forms and surveys completed in the inbox’ without directing to an alternative online landing page

–        Easier ways to social sharing

–        Gifs, videos, and animations to engage users

–        Navigation bars that are integrating into your emails to increase clicks

–        Rotational banners to encourage interaction with the content

–        Countdowns such as adding in a countdown clock for sales and promotions will alert the recipient of the urgency to take action

Trend 3. Conversational tone

The tone you use in your emails affects the way your customers will respond. A conversational tone may not be the best to use across all sectors, but it does provide a more personal and genuine interaction between the customer and brand.

By using a conversational tone, you can ask your users questions, get them to think, and then give them the answer they need.

Trend 4. Mobile-friendly design

We now live in a mobile-first society, where content is consumed on the go, via mobile. It is now more important than ever to make your emails mobile-friendly. Slow loading emails that aren’t optimized risk low engagement rates and poor click-throughs. The design must be responsive to space it has to fill, easy to read and more importantly easy to scan for those busy consumers on the go.

Trend 5. Testing and deliverability

This comes down to the background work – making sure emails are opened with the correct design and delivered to the correct email folder. Without doing the background work, all your extra effort for design and copy are lost, and can have a negative impact on your customer engagement rate. Test your emails to make sure the design is perfective, the images load and the copy is exactly where you want and need it for consumer engagement

Trend 6. Personalisation and segmentation remain a high priority

Dynamic content (the HTML within your content which changes based on the recipient) remains important – creating a personalized experience for your customer with more relevant communications  This sits hand in hand with your segmentation and together they provide the user with a customised email.

The most basic and widely used form of personalization is the classic first name personalisation in the subject line or opening email line. However, simply ‘Hi {FirstName}’, doesn’t cut it anymore. The email audience becomes desensitised and are becoming more clued up with the emails they receive.

Consumers know that as a brand you’re sending out many, many emails as part of your marketing campaign, but they are also aware that you should now know enough about them to ensure that the content included is relative to them such as to recommend products based on their purchase history or a discount code for their birthday. With whatever data you hold on your customers, having the means to make sense of that data and ensure that with each campaign, every email is timely, relevant, and above all, useful to the recipient is key.

February 2, 2018