Email marketing is making money moves.
It constantly adjusts, accommodates, and advances with the altering engineering landscape. Nonetheless, its relevance in the modern marketing stack remains as prevalent as ever.
Marketo estimates that checking email is the# 1 activity on the internet with 94% of internet users getting online for this reason alone. Email marketing’s power is rooted in its ability to break through culture, generation, and class hurdles. Its effectiveness for marketers is available in its steady return on investment, about $39.40 on each email.
While Facebook’s Sheryl Sandberg famously decried the “end of email” in 2010, she may have jump-start the grease-gun on that assertion. While social media and audio/ visual canals have encountered a sharp rise in the last decade, email has remained a mainstay. It is estimated that about 247 billion emails were mailed per period in 2010, compared to a projected approximated of 307 billion per day in 2020.
Top email marketing trends
Given the foothold that email marketing has on every consumer, it’s paramount for both B2B and B2C enterprises to stay on top of their email marketing play heading into the next decade. Let’s highlight the email marketing tendencies you need to know heading into 2020.
4 Email Marketing Trends You are required to to Know for 2020 😛 TAGEND
User-generated content Responsive interactivity Accessibility Automation
Let’s dig in and disclose how you can implement these efforts into your email marketing strategy.
User-generated content( UGC ) is defined as any form of content( text, images, audio and visual) created by the product’s end-user. Like many other marketing channels, user-generated content drives real-time engagement with brand evangelists and prospects alike. Incentivizing and motivating your customer to contribute content via email marketing promotes authenticity and directly improves conversion.
E-commerce leader 3dcart asserts that 82% of consumers consider user-generated reviews extremely valuable and 70% of all consumers will look to reviews or ratings before making a purchasing decision. In addition, given that email readers are 3x more likely to share content on social media than leadings that came through another canal, email marketing supports a symbiotic relation with social media, to move to more user-generated content to leverage in the future.
It’s easier than ever to gather user-generated content instantly from your email marketing exertions. Knowing how, when and why to gather feedback is a good starting place for your efforts. Drip emphasizes quick, easy-to-digest feedback modules embedded into your email endeavors. Posing a simple question that directs the subscribers to a broader survey can help solve for the “how.”
Knowing when to request the feedback is crucial to success. It’s important to give the user a chance to experience the products or services before asking for user-generated feedback. Selecting the privilege email marketing software for your organization helps to target your feedback outreach and start a long way in securing that sought after content.
Finally, understanding the “why” might be the most important aspect for most consumers. While many companies are able to gather user-generated content behind the power of the brand’s market value, some organizations have found that adding gamification or interactivity to their email marketing endeavors helped to drive robust and diverse user-generated content.
Interactivity Drives Engagement
2020 could be the first year that more emails are opened on a mobile device than a desktop or laptop environ. Given that 2/3 of mobile consumers will delete your email if it’s not optimized, taking a multi-device responsive approach is the only direction to stay current.
Combining responsiveness with interactivity challenges even the most advanced email marketer. In the olden days of email marketing, interactivity was designed to entertain the recipient. In 2020 and beyond, it will be used in more functional ways, promoting involvement and preventing buyers from leaving the emails.
Some of the most wonderful interactive email elements heading into 2020 include:
Animated buttons and calls-to-action Rollover influences to showcase product provides Interactive image and product carousels controlled by the user Accordion features be taken in order to shape long-form emails more compact Surveys, polls and user-generated interactive content
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2020 will continue to see the rise of smart loudspeakers with voice helpers speaking emails aloud to consumers. With roughly 250 million smart talkers to be installed worldwide by 2020, smart email marketers are already designing with accessibility at the forefront.
The World Health Organization estimates that about 1.3 billion people live with visual impairments, 36 million of which are considered blind. This poses a delicate challenge for email marketers. In addition to the diverse abilities of the human body, many areas of the world have limited data communications and a lack of access to the latest technology.
While accessible email layout may seem like a intimidate task to most email marketers, the emergence and improvement of assistive technologies help to simplify the process for the reader and marketer alike. According to Litmus’ Ultimate Guide to Email Accessibility, “77% of brands say accessibility is a priority — but merely 8% rigidly follow accessibility best practices.” There are some attainable ways and means to build your emails more accessible to every reader.
Keep your email copy concise and to-the-point. Litmus’ research suggests that the average attention span in an email is just 13.4 seconds and since the average adult reader can read between 250 and 300 words per minute, the ideal length of photocopy in an email is around 50 terms.
The experts at Litmus recommend the following tips: Use shorter sentences Limit jargon and difficult terms Localize your content for world audiences
Need more help with your email copy? Check out 23 Email Copywriting Tips to Skyrocket Conversion
Designing for accessibility means pulling back on all-image email templates and emphasizing real text in HTML. There are simple ways to stir your email design more accessible and effective to a broader audience:
Use real text HTML Create a strong visual hierarchy within your email Be cognizant of text excuse; avoiding long sections of center-justified text Use appropriate font sizes Optimize line spacing Use high contrasting colourings to ease the reader
The sure-fire way to create accessible emails is by manipulating the code to work for every user. Most of the assistive technologies assess the code first and foremost. Having a strong code-base behind your email is the best way to assure accessibility.
Ensure that alternative text is used for all images Make sure your HTML tables are accessible to screen readers Use semantic HTML Specify different languages in the HTML
Email accessibility is a journey , not a destination. Each small-minded step leads to significant improvement for every reader. Increasing usability and accessibility promotes inclusion and increases ROI by increasing the reach of your email marketing strategy.
Automation Rules the Nation
The last decade watched major advancements in email automation. The next decade are subject to change the mode we use the channel solely. Integrating email into the full marketing stack is a fast-moving train that cannot be stopped. Marketing cloud services have succeeded in armed themselves with more data and processing power, may be required for improved stat models, cross-channel optimization and paved the path for machine learning and automation to rule the email scenery in 2020.
Establishing performance benchmarks will become easier for email marketers with the rise of machine learning and deep learning in email marketing platforms. Automating “the consumers ” lifecycle stages and workflows will increase.
Smarter automated segmentation will lead to increased concert, customization and accessibility. The automation of reporting will ease the burden of email marketers and trim costs, leading to increased ROI in an already ROI-positive channel.
Platforms are better able to support A/ B testing and multivariate testing, freeing up the necessary resources for other channel optimization.
Increased integration between marketing gloom services will pave the way towards an improved digital experience for customer and marketer alike, to move to that joyful “single customer view”.
Foresight is 2020
Predicting the future is not easy. Luckily, the future of email is strong as it continues to evolve to a switch tech scenery. Promotions in nearly every aspect of the channel will allow marketers to be more impactful in their iterations, more accurate in their reporting and more delivering more delight to the inbox of every reader.
About the Author John is a Content Marketing Manager at G2 with a ardour for brand, content and funnel optimization. Before joining G2, he played a key role in scaling multiple award-winning tech startups in Chicago. A proud Colorado native, you can likely detect John digging through the crates for vinyl records or supporting the Chicago music scene.
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