8 Key Trends of Email Marketing to Consider in 2018
Believe it or not, email marketing is the mainstay of a company’s marketing efforts. Agree, people assertively claim that email marketing is dead. Little do they know that email generates the greatest ROI among all marketing channels; particularly, when the email is in line with the recipients’ interest.
9 Email Marketing Trends 2018
To help you leverage your email marketing efforts, we have discussed some email marketing key trends you need to consider in 2017 and beyond.
1. Interactive Emails are Here to Stay:
Landing pages are important, but what if you can integrate some of your landing page’s functionality into an email that can redirect to desired page in just a single click or tap. Let’s take it this way, as soon as your recipient tapped on a food menu button in the email, a food menu listing appears right there, in that very email.
In 2017, we have seen interactive emails, engaging recipients, and driving positive results. Some features that can up the level of interaction includes:
- Product tour hot spots
- Offer reveals
- Live menus and navigation
- Carousels, image galleries, and sliders
- Search bar
- Shopping carts and add to wish list
Fabricating an interactive medium, other than landing page, can decrease the number of clicks-to-action. This can bring down the barrier to engagement. Besides, such emails can also affect the behavioral intent. When using interactive elements, make sure your message is clear, concise, and action-provoking. Try to avoid using interactive elements just to support poor content. I would recommend using it in an email where you just want to attract attention to events like a product launch or sale announcements.
2. Transactional Emails are Worth Trying
Did you know that 40% of marketers are using transactional emails? The transactional emails comprise only 5% of overall email volume, yet generate a big portion of email marketing revenue. One reason why transactional emails are so epic is that such emails are inbound-friendly. Unlike the broadcast emails that are strictly outbound in nature, these emails are typically demanded the user permission and when used effectively, they can also make greater up-sells too.
Preventing the pain points can also assist you to improve your overall ROI. The transactional emails are a new, easy, and effective way to add feedback loops across the user experience process. Some great times to start taking feedback from clients are just after a free, purchase trial, or customer service inquiry.
3. Embedded HTML 5 Video
As momentum rapidly builds behind HTML5, marketers have had a keen eye on its effect on HTML email in the future to come. One certain area of interest that has been in the talking for quite some time is HTML5 <video> tag. The tag is intended to provide native video support with the help of a single codec throughout all browsers without using third party plugins such as Flash.
The super benefit to avail from embedded HTML5 videos is to improve Google search ranking. The popularity and effectiveness of a video are no secrets; they own the power to draw more attention and get viral. Such emails can result in a greater open and click-through rates and, therefore, more of a boosted exposure to the brand. (9 Email Marketing Trends 2018)
4. Conversational Emails
People like stories and conversations. Nobody has time to read a sales-centric email that drives no sign of value to the recipient. Conversational emails don’t necessarily mean that your content should be extremely informal—exactly how you speak. You should write in a way that does not sound like you’re writing. Make your recipients feel that you’re talking to them, rather than at them.
Try to know about them, what are their preferences and pain points. With all the accumulated information, you can get enough of conversational ammo in your arsenal to make the interaction more interesting.
Giveaway: keep your subject line simple, conversational and pertinent.
Personalization has its own appeal; we are breathing in an era where personalization in the preference. Thanks to big data, we have plenty of data readily available, yet businesses are not capitalizing on the opportunity it offers. 94% of companies say that customized emails are essential for present and future success.
When it is about personalizing your emails, you do not need to struggle much. There are fairly simple, yet sophisticated means of using personalization in your emails that is much more than using just a name.
6. Ask the Right Questions
It is a simple, straightforward, and effective practice to section out your audience for personalization. Asking customers their purpose for landing on your website, subscribing to your email, or signing up as a user can be outstandingly easy, but valuable. It can provide you with an insight that can help your business send incredibly targeted emails that can be opened frequently. (9 Email Marketing Trends 2018)
7. Build Customer Personas
Big data again! Marketers can create customer personas considering a multitude of data available. Rather than asking a single question, you can make groups of your customers together on the basis of certain attributes and actions they take.
8. Consider Time and Location
Working with your sales and marketing departments, you can adjust the emails at a personalized time to create the most impact. You can also increase the email enjoyment by making your content more relevant to the subscribers. Leverage customer data, analyze subscribers’ past open histories while sending emails at the most suitable timings to increase the chance of getting them opened for that particular subscriber.
9. Schedule Automated Behavioral Trigger Emails
The behavior-triggered emails can be sent in response to the instant reactions to how your customers use the product. You might have received an email from Facebook, as you have not logged in for many days, this is called a behavior-triggered email. It is quite effective in sparking quick responses, and if still, you haven’t got your feet wet with the email, your competitors have a lead over you. (9 Email Marketing Trends 2018)
These are the five email trends that different digital agencies should focus on at present in 2017 and afterwards as well—so should you, at least until new trends concerning email marketing come about.
9 Email Marketing Trends 2018
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