Email marketers take note – email marketing is evolving more quickly than ever and what you’re doing today will seem outdated and irrelevant in the near future. That prediction is based on groundbreaking email marketing trends that show no signs of ending in 2019. In fact, many of these trends are already critical to email marketing success.
To help you make sure your email marketing efforts are keeping up with the times and to ensure you have the right team in place to help you stay ahead of the curve, I put together a list of 10 email marketing trends that you should capitalize on and prioritize in the coming year.
1. Dynamic Content
Dynamic content is adaptable content that is automatically shown to your audience based on the criteria you set. It allows a pet store to create one email message and use that single message to send a coupon for dog food to dog owners and a coupon for cat food to cat owners.
Dynamic content saves time for email marketers but it also improves response rates, drives more conversions, and increases revenue generation because the audience receives offers that are relevant to them without having to sift through extraneous, irrelevant content.
Most leading email marketing tools provide dynamic content capabilities today, and savvy marketers are testing many creative ways to leverage it in order to improve results. If you haven’t already started using dynamic content, you should start now.
Interactivity refers to email messages that include content or features recipients can interact with, and you can expect these elements to become standard in 2019. For example, hover buttons, add to shopping cart features, order customizations, and image carousels all make the process of reading an email message more interactive and more useful to recipients.
Imagine getting an email promoting a T-shirt that you can customize. Rather than clicking through and ordering on the advertiser’s website, you can accomplish everything within the email message. Providing that level of interactivity within your email messages is practically guaranteed to improve your conversion rates.
3. Hyper-Targeted Segmentation
The days of segmenting your email marketing list based on gender, location, age, and other demographic criteria alone are over. In 2019, marketers will focus on more precise segmentation to maximize ROI. For example, combining laser-focused demographic criteria with near real-time behavioral data will allow email marketers to place the right offers in front of the right audiences more successfully than ever.
However, for marketers to develop hyper-targeted segmentation strategies, they’ll need to have access to deep data, and they’ll need to integrate that deep data with their email marketing platforms in order to use it. That leads us to trend #4 below – next-gen automation.
4. Next Generation Automation
The possibilities that deep data integration and automation present seem limitless to email marketers. Using next generation automation, email marketers will be able to engage audiences quickly and effectively throughout their customer lifecycles with content and offers that automatically identify their pain points and solve their problems at precisely the right times.
The growing use of artificial intelligence and more widespread development of deep data integrations by software providers will support this move toward next-gen automation.
5. Omni-Channel Marketing Strategy
No brand can expect to thrive with a single-channel marketing strategy in 2019. Email marketing is an integral part of your omni-channel marketing strategy, so you need to start working on building integrations and tracking across channels as soon as possible.
With your tracking structure in place, you can develop strategies and processes for remarketing, retargeting, and more in order to improve ROI.
6. Data Intelligence and Data Scientists
The role of data scientists and the importance of data intelligence will increase even more in 2019. Already, data is the lifeline of marketing departments, but in 2019 and beyond, the need for reliable data will grow even more, particularly in email marketing where actions can be closely tracked and reported on.
With that said, the best marketing departments will have the right team members in place to collect and interpret all of the data available to them. It’s both an art and a science.
7. Efficiencies and Process Improvement
Things like dynamic content and automation will boost efficiencies in email marketing departments of the future, but it’s important to look beyond the obvious ways to improve processes. Businesses should also look at their email review and approval process to find inefficiencies that drive up the costs of email marketing overall.
By developing written processes, using the right tools for the right jobs (such as an email review and approval tool), and properly training employees on those processes, you’ll achieve efficiencies that lead to reduced costs and higher profits for the company.
8. Mobile First and Always
We’ve reached the tipping point where more people read email, browse the web, and use social media on their mobile devices than desktop computers. We’ve also nearly reached the point where more people make purchases through their mobile devices than their desktop computers. That day will come very soon, and you need to be ready in advance.
That means your email marketing strategy should focus on mobile first at all times. Whether you’re developing campaigns, writing copy, designing, or reviewing and approving messages, the key to success in 2019 and beyond will be to make sure your messages look and work perfectly on mobile devices first and foremost. In addition, your website and landing pages where your email messages lead recipients should be mobile-friendly.
Deliverability has always been one of those things that email marketers know about but are quick to ignore because they only have so much control over it. Even though you can’t control every aspect of email deliverability, you should still optimize the parts you can influence.
Therefore, avoid using techniques that could be considered spam in your messages, sending to lists that you haven’t obtained opt-ins for, buying lists (particularly from unreliable sources), and so on. If you’re not familiar with current spam techniques, brush up on them and make improving your email deliverability a top priority in 2019.
10. Adaptive Personalization
Thanks to the growth of artificial intelligence in email marketing, marketers are able to optimize their content using techniques like adaptive personalization. In 2019, adaptive personalization could be a game-changer for companies that invest time into testing it and allowing the AI to work its magic.
In simplest terms, AI solutions can help email marketers by analyzing their audiences and creating content that is customized to specific audience segments. The AI is continually learning and improving the language and emotions used in the content to better connect with each targeted segment. In other words, applications are getting better at using data to deliver personalized content and experiences that are more likely to generate conversions and revenue.
The future is bright for email marketing, but the marketers who will win are the ones who understand the changing trends and lead the pack in terms of leveraging those trends to improve results and ROI. Do you?