We are into the last part of 2019, and it has been an exciting year. We saw a variety of email marketing trends this year, and our conviction towards email marketing has only grown stronger. Email marketing is far from being dead and holds immense potential for the years to come. According to a study conducted by Litmus, 70 per cent of the consumers think that email marketing will still exist in ten years from now. That said, it will inevitably evolve and make way for new trends. So, what does 2020 hold for us in terms of email marketing trends? Let’s find out.
On the brink of 2020, we predict these six trends that will rule the charts of email marketing.
Interactive content has evolved rapidly in 2019 and is expected to develop much faster in 2020. Studies show that interactive emails increase the click-to-open rates by almost 73 per cent, which is a huge number.
Traditionally, emails were static and acted as a gateway to landing pages. But that has changed now; static email content is dead. A lot more will happen within the inbox itself, owing to the various interactive elements within the email body; like games, rollover images, email carousels, hamburger menus, embedded video and other interactive features.
We aren’t taking any credit away from the landing pages. Still, interactive emails will create new interaction flows and in some cases, eliminate the need for a landing page. Interactive emails increase engagement, which in turn increases the chances of users buying whatever you’re selling.
The number of people viewing emails on progressively smaller screens – tablets, phablets, smartphones, and watches has increased rapidly. What can we expect next? No screen at all. The Internet of Things is booming and is expected to reach an all-new level in 2020. Soon cars, wearables and many other devices will be reading us our emails; even allowing us to reply and respond.
The competition between voice interfaces is intensifying with each passing day. As of today, Apple’s Siri, Microsoft’s Cortana and Amazon’s Alexa are the prime contenders. As we get more used to interacting with the devices, and having them reply back to us, it has a direct implication on email marketing.
Identifying high-intent voice keywords and optimising the email content based on that should be of top priority for you. The content must be optimised in a way that it answers the questions like who, what, where, why, etc., allowing you to ensure your brand is found in the changing SERPs. There’s a bright possibility of clicks and swipes being replaced with machine conversations. So be ready for it.
In 2020 and the years to come, we are going to witness a gradual shift towards smarter marketing from traditional marketing. Innovation will drive us towards stronger sync between email marketing and other marketing channels. We need to use it. Our customers are changing, and they expect us to sync our marketing efforts. They are no longer passive, waiting for you to reach them. They are highly active, and they research who you are and what you do.
Therefore, email marketing cannot stand alone on its own. It needs to be combined with other marketing channels to connect with the customers. In 2020, we need to bring different elements of marketing to work together.
Social media is one of the most popular methods of connecting with users. You can take a cue from what works on social media, in terms of design and content, and apply it to your email campaigns. Your marketing efforts across all channels must speak the same tone to portray brand consistency.
Email personalization is not a new concept. But with more data and improved technology, personalization is about to reach a whole new level in 2020. Currently, you can group your subscribers in various ways using email list segmentation, and send campaigns to those groups. Most commonly, the segmentation is on the basis of customer behaviour. However, now there are a lot more possibilities for personalizing email marketing campaigns as email is the core internet identity of users.
Marketers may be able to use the location data more smartly, courtesy of the data fetched from wearables and other mobile devices. You must reformat emails, depending on where and how consumers read them. Personalization will also be important as users will access emails differently. Subscribers might see a full email on a desktop, but only a subject line and call to action on a wearable device.
Mobile optimization isn’t limited to website design, but is equally critical to emails too. Studies show that a little more than 60 per cent of emails were opened on mobile devices during the year 2018. The percentage has doubled since 2011; however, only 27 per cent of emails were opened on mobile devices. At the moment, only 20 per cent of email marketing campaigns make use of mobile responsive design. Nevertheless, that’s all going to change in 2020.
Until 2018, the number of purchases made from mobiles always lagged behind the ones made through desktops; which means that although people consume information on mobiles, they use a desktop to purchase. However, the trend is set to change. Data from studies conducted by Lifecycle Marketing shows that the numbers evened out in 2018, and mobile purchases are set to overtake in the next few years.
Because of the increasing number of mobile devices, mobile optimization is now crucial. Around 55 per cent of the emails are opened on mobile devices; that’s why marketers should ensure that all their emails are displayed properly on mobile devices. Customer experience is of utmost importance, across all the devices.
Out of all growing trends for 2020, we have saved the best for the last. Embracing automation is the need of the hour, as all the other important email marketing trends are near to impossible without automation. Technology is helping us out here, as automation allows analyzing, testing, and optimizing email campaigns, with the click of a button.
Automation, along with machine learning, will result in smarter, automatic segmentation and better targeting. Without having to undertake segmentation laboriously, you can use machine learning and automation to do efficient segmentation. Through this, you can create more personalized email campaigns for users without any additional burden on you. Email marketing has to interact individually, and automation is the only way to make that happen.
The evolution of email marketing has opened new doors in 2019 and it’s a good plan to be ready for 2020. Your email marketing strategy should take inputs from the above-mentioned points to see the best results in the coming year. Want to check out our latest range of email templates? Click here.