With the number of email accounts rising at a quicker pace, email marketing is predicted to be an effective strategy for communicating with existing and potential customers. So, does that mean that email marketing will work in 2020? Yes. For every $1 spent, email marketing generates $44 in Return on Investment (ROI).
Email generates the highest ROI to marketers
If you want to grow your business, acquire new customers, launch a new product or offer a promotion, send an email. Why? Because email is delivering better outcomes than any other digital platforms. In fact, email is 40 times more effective in acquiring new customers than Facebook or Twitter.
The numbers below show the importance of email marketing in the future.
The number of emails sent as well as received per day is estimated to increase by more than 333 billion by 2022.
However, with a significant amount of bulk emails and unwanted spam messages revolving online, your attempts might be in vain if campaigns are not executed strategically. To put it in more simple terms, a successful email marketing campaign requires a real-world knowledge and understanding.
Things change erratically in the marketing industry, but email marketing trends, in particular, are significantly easier to predict. With the amount of data that we are surrounded by, it's easier to determine which strategies, tools, and techniques are working and it will work more probably in the future. To help you out, we've identified the important trends in email marketing that will stay top in 2020 and beyond.
Email marketing trends for 2020
Want to prepare your powerful email strategy in 2020? Get ready for the future of email marketing by learning these trends!
1. Personalized Automation Campaigns
Your subscribers get hundreds of emails daily so you have to use templates to highlight your campaigns. You can apply marketing data from various platforms with email personalization to add value for users - and making them more likely to buy.
Personalizing emails lets you cater to the unique interests and needs of subscribers while guiding them to the next step of the sales funnel. And it drives the best results by increasing conversions by 10% with personalized emails.
To prepare for the future of email marketing, you will have to take a step further to personalize than including the names of your subscribers.
Here are a few quick email customization tips to help you get started:
- Include questions in sign-up forms, like what kind of services do they like and their budgets.
- Use prior data to determine topics and types of content that are relevant to your audience.
- Schedule emails to be sent in time zones for subscribers.
- Use unique content to modify Email content blocks.
- Link to customized landing pages that have personalized content to subscriber segments.
2. Make Sure Your Email Campaigns are mobile-friendly
More people use their mobile devices to browse on the internet, scroll through social media pages and check their emails. And therefore, it's important to make sure your email campaigns are mobile-friendly.
A recent study suggests that by 2025, the number of mobile Internet users would reach five billion. In this digital age, people depend on mobile phones from reading emails to buying products. And, if you didn't know, most of the emails are read on mobile when compared to other devices. Based on the litmus report, 42% of email is now opened on a mobile device. But here comes the awful truth: only 20% of email campaigns are optimized for mobile devices. This means that customers will not be able to read your email, and it will be buried in the inbox.
To create mobile-friendly emails, consider the lengths of text and visuals, some image files may not be displayed in mobile phones, and others may have slow downloading time.
Well-optimized emails are simple and easy to look great on smartphones. Once you've optimized your email for mobile, you're more likely to improve your email click-through rate (CTR). Mobile email marketing is growing very quickly, so optimizing your email campaign is a must if you want to offer your brand message and boost sales.
3. Clear Email Design
You are not the only one to send brand emails to prospects. So it’s essential to stand out from the crowd if you want them to open your messages. However, creating eye-catching emails is not a compulsion, although most people think that bright colors and colorful images can attract attention on social media. Uncluttered email – plain text with an accurate message and clear visuals will also encourage you sell more.
It's known that simple emails humanize the brand and create an emotional connection with the readers. That is, it encourages you to stay ahead of competitors who only focus on products rather than consumer requirements.
The set of email design tips for marketers:
- Limit the offer to one.
- Write a short subject line. (recommended length is 50 characters)
- Keep some white spaces.
- Select a monochromatic palette and just highlight important details.
- Keep your content well-structured.
4. Social Media Integration
To achieve the better results from your email campaign, you need to integrate it with social media. According to Emarsys, 42% (3.2 billion users) are on social media platforms. This platform provides a different way for marketers to reach their target audience and send a brand message without sounding like sales-oriented.
In fact, modern consumers are curious to know what the people around them have to say about their favorite brands. Until making a purchase decision, they trust peer recommendations to pave way for influencer marketing. A study done by Expertvoice, the largest network of prominent group influencers, provides a more comprehensive view of how this strategy directly impacts the customer’s buying behavior.
- 82% of customers are willing to follow the guidance of micro-influencers.
- Influencers get 22.2 times more conversion each and every week by suggesting what to buy from the audience.
When brand interacts with shoppers on social media, people spend 20-40% of the money to buy from them that is more sales for companies. Therefore, combining email marketing and social media is the best way to promote your products, earn customer trust, and get better results.
5. Bring on the Videos
Video content has gained in popularity over the last few years. Today, people spend a lot of time watching online videos and it has become one of the most preferred content types for most customers. Product videos are helpful in the decision-making process for 90% of customers: With video content, it is easier to explain your product, explain how to use it, and even build brand authority.
Using email videos is not a new concept. But what's different is our increased awareness of how much more effective the outreach will be. In reality, adding videos to your emails will boost click rates by an incredible 300%, which is a convincing reason to start working more often.
The key to make videos work in email marketing is to keep them short and keep them up to date. And while your videos should be entertaining, they should also be informative, so be sure to include some real value for your email recipients instead of just making videos pointlessly. From there, you can choose to embed or tease your video with a link to the video on your site. Better yet, try both practices to see which one will lead to better conversions.
And if you want to create interactive emails that will yield business results, make videos as a part of your email marketing strategy.
6. Brand Story Telling
Storytelling is an email marketing trend that has become more successful day after day. However, it goes beyond simply telling a story; it focuses on using powerful words to trigger emotions in your audience.
Stories have a significant impact on my understanding because they're 22x more memorable than facts. In addition, brand storytelling helps create an emotional bond with your subscribers, humanize your brand, build brand authenticity, keep the attention of customers and influence consumer preferences.
With the help of email marketing, the business takes subscribers behind the storylines to remind the people behind their brand. Although the email invites subscribers to take a look at the expert tips, it tells the story and thus humanizes the brand and grabs the audience.
- Identify the target audience and build a buyer persona. This will allow you to know the quality of the story that is expected from you and to determine the best way to influence those who will read it.
- Send storytelling emails only to warm leads. You may be considered a spammer if you send this form of email to cold leads.
- The highest response rate is shown by emails of 200-250 characters (19%). Bear in mind the number when writing your story.
- There should be four main elements in your story: a hero, a back-story, a hero's journey, and a reader lesson.
"The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come." - Steve Jobs
Email marketing is a powerful tool to attract customers if it's done right. Standing one step ahead of your competitors and ensuring that your subscribers enjoy your email campaigns, think about their needs and follow up on email marketing trends. After all knowing trends is a great way to deliver your message the way your subscribers have to get it.