Email Marketing Trends for 2019
The past twelve months have shaken the world of email marketing. We kicked off 2018 with the Cambridge Analytica Scandal, which eroded a lot of trust in online data collection methods. Then there was the GDPR, which reframed the power of the consumer in the modern email game. Questions began to be asked over whether email as a channel was losing it, whether its influence was fading, and whether it still had as much bang for its buck as it used to.
We’ve been shaken, as I say, but not stirred. Throughout the slings and arrows of 2018, email continued to provide the highest ROI for marketers throughout and was 46% more effective at converting customers than Facebook or Twitter. Despite what its detractors say, email is here to stay.
So, what has 2019 got in store for this fast-evolving channel?
Trend 1: Strategy Is Key
Modern consumers demand relevancy. And you can’t stay focused on what’s relevant without a good strategy.
Strategy has always been crucial to email marketing, and that won’t change in 2019. In fact, it’s likely to become more important than ever as the industry gets to grips with the new data protection regulations. Following 2018s expose of unscrupulous data practises, consumers now know that the competition for their attention is intense. They can pick and choose where to bestow that attention – and the most attractive content to consumers is content which is relevant to them.
To be relevant, your campaigns need to be well planned, focussed, strategic, and customer-centric.
Working hard on your marketing strategy will ensure that your campaigns are all of this and more. It will give your activities direction, pairing your tactics with clear goals and objectives aligned to both your wider business aims and your customers’ needs.
A good way to start thinking about your strategy for 2019 is with a simple question: “What value does my email marketing campaign offer to the customer?” If you find this question difficult to answer, or if the answer has more to do with the needs of your business than the needs of your customer, you need to bring your strategy up to date.
Trend 2: AI and ML
Artificial Intelligence and Machine Learning have been building a head of steam for some time, but 2019 is likely to be the year they really start to break through. It won’t be long before AI and machine learning algorithms become integral parts of normal life, so this is the year to get ahead of the curve and future-proof your strategy with some AI of your own.
AI is not as scary as many people think. By weaving a decent AI into your user’s journey you can not only add value for your customers, you can also enhance your efficiency and boost productivity for every process and every team.
It might cost you a bit in the short term, but adopting AI elements will keep your campaigns competitive – which is more than worth it in the long term. AI programmes can tap into valuable data pots in a way that even the best manual researchers can’t. They can access and analyse data on the latest trends in an eyeblink, and use what they learn to your advantage. It’s even been proven that copy and subject lines written by AI increase engagement with email recipients. AI can optimise your content based on the personal trends and behaviour or your audience – and they can do it in a fraction of the time that it would take a human to do the same thing.
However, a word of caution: Don’t make the mistake of thinking of AI as the be all and end all. You can’t just sit back and let AI do all the work. AI is good, but it’s not capable of the kind of coherent, strategic thinking needed to run a campaign. AI is a tool, not a silver bullet. Human strategising is far from redundant.
Trend 3: Accessible Design
The average office worker receives hundreds of emails per day. Not all of these arrive in office hours, and not all of these are opened on a desktop PC. In 2010, considering the bigger picture as regards email accessibility will not only secure your customer’s loyalty, but will also help you to stand out from the crowd in a big way.
Consumers have always been intelligent and savvy. Now they are also ‘always on’, no matter what they’re doing. That means ensuring that your emails can reach them in real time, and through a variety of platforms. Are your emails ready to be read out in Alexa’s deadpan while your consumers are too busy with the cooking to stare at a screen? Are they optimised for every OS? Your graphics and gifs may be very pretty and clever – but can they be opened on every device?
We’re entering a new age of email design. To stay in pole position, you need to be incorporating every new technology, device, and operating system possible into your designs.
Go Beyond The Basics
2019 is going to be ultra-competitive. So it’s really important to get working on aligning with the trends we’ve identified. The same old is not going to work in 2019 and beyond – the brands which make it in this brave new world will be the ones which embrace new trends and technologies.
Article originally featured on LinkedIn.
https://uk.linkedin.com/in/jennatiffany
About the Author
Jenna Tiffany is a Chartered Marketer and Fellow of the IDM. She is the Founder & Strategy Director at Let'sTalk Strategy providing consultancy services across the digital marketing mix. Jenna has over ten years' marketing experience within B2B and B2C and both client and agency side.
Industry recognised expert as an elected member of the prestigious DMA Email Marketing Council. Jenna provides marketing consultancy to brands worldwide. As a proven thought-leader, competent public speaker and publisher, Jenna can be regularly seen sharing her latest trends and key industry topics internationally.