Aim the Recent 5 Email Marketing Trends and Hacks to Confirm a Whopping Conversion Rate
New innovations and technologies are constantly changing the digital marketing landscape every day in many ways. While these changes have the potential to introduce exciting business opportunities for your company, they also represent a set of challenges and uncertainties. Many online messaging platforms of social media and digital advertisements have already saturated the daily lives of current and potential new consumers. So, in this situation, one question should naturally arise in your mind: Is it still worth it to invest your valuable time, money, and resources in email marketing?
Let’s check out a few email marketing data and decide whether you should cherry-pick the email marketing or not.
- In spite of many communication and online messaging channels, there were around 8 billion email users in the world in 2018, and that is likely to grow to 4.4 billion by 2023.
- According to a report, nearly 281 billion emails were sent daily in 2018 and this is expected to reach to 347 billion daily emails by 2022.
- In fact, several stats reveal that for every 1$ spent on email marketing makes 44$ in return. A whopping 4400 percent ROI.
- 28 percent of online buyers prefer to receive at least one promotional email each week.
- 59 percent of B2B marketers confirmed that email marketing is their most powerful marketing channel when it comes to revenue generation.
- According to Hatchbuck, consumers spend 138 percent more when they shop products through emails.
- 73 percent of millennials said that they count email as their preferred medium of business communication.
- Content Marketing Institute has found that approximately 83 percent of B2B marketers prefer email newsletters for the brand’s content marketing.
- As per QuickSprout, email subscribers are 3.9 times more likely to share contents via social media than traffic from other channels.
So, these data clearly show that email marketing is still a viable strategy to put your efforts into and it also remains an important source of information and sales conversion for B2B companies.
However, email marketing is constantly evolving and you can’t expect to acquire new subscribers using old content creation tactics. On the contrary, you need to combine traditional and new techniques in order to grab the attention of the target audience, drive more revenue, and establish your brand loyalty.
Below are the 5 new email marketing trends and hacks for 2019 and beyond that you should be most aware of to achieve your lofty marketing dreams.
1. Personalization and Segmentation
Effective personalization and segmentation are essential to relevant messages. If your message comes across as robotic to your audience then most probably they won’t read it, no matter how useful or informative you think it is for them. That is where the concept of personalization and segmentation comes in. Segmenting your email lists and using personalization technique can be much more effective than you may realize.
According to MailChimp, email campaigns with proper segmentation receive 14.32 percent higher open rate than non-segmented email campaigns. In another survey, they have seen that segmented email campaigns enjoy 100.95 percent of higher click-throughs than campaigns without segmentation.
Today, people want a human touch or connections with brands that care about them and speak to them directly. Personalization is no longer just about knowing your target audience by name or having their contacts; it’s more about providing solutions even before they ask for it. It’s all about making your customers feel like you know them personally. For example, something as simple as a personalized wish or a greeting can offer a substantial increase in transaction rate, but 70 percent of brands still fail to do this for their emails.
To personalize your email campaigns, you need a collection of data in order to understand your buyers’ behavior. When reaching out to your audience via email you must use their location information, purchase history, gender, age, lifestyle, interests, shopping preferences or any other data that can help you to get insights about their next actions. Therefore, sending a triggered email based on a consumer’s behavior will help you in both customer acquisition and transforming your customers into loyal brand advocates.
2. Interactive Email Content
If you fill your subscribers’ inboxes with advertisements that look spammy then this tactic will not work anymore. The idea of interactive email content is to surprise and delight your subscribers within emails in new ways – whether it is a simple survey quiz, images, videos, memes, GIFs, games, the ability to buy any product or any kind of fun activity that engages users as well as keep them in the inbox.
A survey conducted in 2016, revealed that 5.4 percent of emails contained GIFs. And not only GIFs, but the use of emojis in email campaigns increased significantly in the last few years. Another study showed that emails with videos get 96 percent higher CTRs than emails without a video. These not only help in augmenting the user experience and engagement but also impact directly on the conversion rate.
Using a less formal and more conversational tone with this kind of emails will make your audience to see your brand as more human and approachable, which in turn, will make them want to open your emails and click through to your website. Once you understand the motivation behind why people click, read and share, it becomes easier for you to integrate those elements in your email.
According to the Content Marketing Institute, 81 percent of content marketers believe that interactive content grabs attention more effectively than static content. So, there is no doubt that interactive email campaigns can help you gain information about subscribers, delight your audience, and ultimately improve engagements rates.
3. Mobile Responsive Email Campaigns
A few studies show that 55 percent of emails are opened on mobile devices rather than on laptops or desktops. Statistics also suggest that the number of smartphone users worldwide will exceed 3.8 billion by 2021. With so many people reading emails on smartphones and tablets, it is essential that your emails are mobile responsive and recipients can easily view them on their devices with minimum scrolling and zooming.
But optimizing emails not only refers to designing an email for easy reading on your subscriber’s mobile devices. Today, customers aren’t just reading emails; they are going from your emails to your website for shopping directly from their mobile devices.
This means your Call to Action (CTA) must be compelling enough that your subscribers will read your email, click through to your website, and perform whatever action you’re promoting through your email content on their mobile devices. So, prioritizing emails for mobile is something that is absolutely indispensable in 2019 and beyond if you want to bring in the most revenue possible from your email marketing campaigns.
4. Artificial Intelligence in Email Marketing
Every day a huge amount of customers’ data influx to marketing agencies and that makes exploring data manually much more difficult than ever before, even for a veteran marketer. The biggest benefit of artificial intelligence for email marketing is its ability to process big amounts of data, generate useful insights, and make predictions in a matter of seconds. AI makes it easier to identify your customers’ past behaviors and determine which promotions and recommendations will work best for each of your audience or buyer segments.
Some of these features are already available to marketers to some extent and almost 49 percent of companies use one or other form of email marketing automation. However, AI will allow brands to make recommendations and segments in a much more effective way with little or no chance of errors.
For example, any of your customers who bought a shoe recently, it is not wise enough to suggest him more shoes. If you send emails to customers by suggesting things they don’t need, they will simply delete your emails.
Remember, one-size-fits-all email campaigns eventually fail. As per DMA, 75 percent of email revenue generated by triggered emails.
So, artificial intelligence is all about delivering value to your customers in a more precise manner by analyzing your subscribers’ behaviors and actions they’re likely to take next.
5. Email Marketing, User Privacy and Data Security
In 2018, the European Union passed the General Data Protection Regulation (GDPR) law that altered the way marketers worked with customers’ data. According to GDPR, customers must actively confirm their consent such as by ticking unchecked opt-in box received in their mailbox. Capturing customer’s consent is beneficial for you because you’re mailing an engaged audience that wants to receive information and interact with your content.
Consumers are getting aware and they want to know how their personal data are used and if the data are used to benefit them or to exploit them. So, with an increasing incidence of hacking and misuse of personal data, marketers should be more careful about their new campaigns, especially if they want to gain leads from all around the world.
Despite constant changes in the online marketing world, email marketing is going to remain one of the most cost-efficient channels for your business in 2019 and beyond. Email marketing hasn’t been replaced by emerging technologies and it isn’t going to disappear anytime soon. So, instead of worrying too much, just implement these new email hacks and trends and ensure you don’t spend the coming years playing catch up with your competitors.
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