Don’t let short-term thinking define your email marketing tactics this year. Improving your email marketing is not about following trends, but digging deep into classic email strategy. Since 2017, email marketing has been marching toward subscriber-based. Brands are focusing on sending more relevant emails and keeping the customer journey as the focus of the email marketing strategy.
This demands a fair amount of effort and insight from the email marketer and CRM team. Consequently, investing in marketing technologies that make life easier for will also be popular in 2019.
2019 is about ending the war of the inbox and creating peace between the marketer and subscriber. Below, we’ve put together the top 5 ways to leverage Email Marketing technology to keep your company and your subscribers happy.
Interactivity has been a top design trend for email marketers two years in a row and with good reason. It reduces friction by allowing subscribers to engage with additional content without leaving their inbox.
Interactivity comes in many styles —such as forms, reviews, carousels, hotspots, but the most actionable way to use interactive elements is when asking for customer feedback. How frustrating is it to click an email with a star rating, only to open a browser? The subscriber can select a star rating and write their responses immediately in the inbox. Collecting information throughout this email behaviour is also a benefit of using interactivity in your email campaigns in 2019.
2. Automation and Personalization
Many of us tried this trend before, but automation and personalization are here to stay for a long time. Automation and personalization go hand-in-hand. Automatic email campaigns are set up once and sent out when triggered by a subscriber’s behaviour.
For example- If we think about the E-commerce Email Marketing campaign, we will see a lot of abandoned carts or an abandoned browse campaign. Both are automated and personalized based on a customer’s behaviour. The customer will receive an abandoned cart email when they don’t complete the checkout flow. The email will feature the specific product the customer walked away from and the chance to complete the checkout process. When you leverage data from the right systems, automation allows email marketers to create a personalized experience for each and every customer. Personalized communication increases engagement, customer satisfaction, and retention. 1-to-1 customization transforms the relationship between brand and subscriber by ensuring that emails don’t read like spam.
3. Artificial Intelligence in Email Marketing
Globally the amount of customer data is growing every day, which makes exploring data manually more difficult than ever before. According to the Campaign monitor, the median number of data sources is projected to a 50% increase in just recent years.
While marketers have more customer data than ever before, many of them are struggling to make a logical decision out of it. In fact, only 47% of marketers say they have a completely unified view of customer data. Artificial Intelligence (AI) makes it easier to spot trends and understand correlations. Rather than combing through multiple data sources, AI will help you monitor the health of the subscriber, offer suggestions, and free up a marketer’s valuable time.
In 2018 General Data Protection Regulation (GDPR) went into total effect, which altered the previous way of communicating with customers. One major aspect of GDPR is that a customer must actively confirm their consent, such as ticking an opt-in box. Capturing consent is beneficial because you’re emailing an engaged audience. The one who wants to receive and interact with your content.
5.Design Cues from Social Media
Try to take what’s successful from social media and send blast Emails using successful social media posts. Try to note down these small analytics like-
- What are your subscribers interacting with on social?
- Which pieces of content have the most likes?
- What causes subscribers to convert on social?
For example- Facebook/Instagram allows users to like, comment, or purchase. The app doesn’t pull the user in many different directions in terms of action. Good content keeps the focus on user action. Furthermore, since the user is choosing to follow the brand’s feed, by giving alike. try to keep them in your subscriber’s list. How can you bring social media energy to your email design?
- Keep it visual
- Keep the focus on a few actions
- Personalize and keep content relevant
Take note of content placement as well. Keep the actions you want the subscriber to take above the fold of your email. Use large banners and keep the design clean.
Overall, ensure that your design and voice is consistent across mediums. Your social pages, website, and email should use the same visual.