Email marketing has been the age-old strategy of marketers to reach their target audience on a one-to-one basis. As a part of their digital marketing efforts, marketers use multiple strategies like SEO, social media, inbound marketing, content marketing among many others. While emails have been the go-to strategy for every marketer to reach customers in a more personalised manner, the way they’re created and designed is experiencing a change.
We all know that technology is advancing at a breakneck pace and the digital space is evolving with it, which is why the way marketers used to send emails to the consumers is also changing. The emails these days, are getting more and more personalised to meet the consumers’ needs and preferences and marketers are creating emails that are more interactive and visually attractive.
Everything in the digital landscape is changing, and marketers are using it to their advantage to attract more customers and in turn, stay ahead of the competition. In 2020, email marketing will continue to evolve, and the following trends will dominate.
1. Mobile Responsive Design
The fact that consumers have been shifting from desktops to mobile phones for the smallest of their browsing needs. Consumers today, are using mobile phones for checking and working on their emails, which calls for marketers’ attention to create emails that are mobile responsive and provide the users with a smooth and uninterrupted experience. Therefore, marketers should create mobile-friendly emails along with ensuring that the load time is zero and the users undergo an enhanced experience.
2. Segmentation and Personalization
B2C companies rely on their consumers for business. In today’s technologically advanced world where consumers are of prime importance, it becomes necessary for companies to create marketing that can best suit the needs of the target audience. Therefore, marketers must segment their consumer data on the basis of factors like demographics, age, interests, needs, etc. Marketers should carefully study the buying behaviour of the customers and market to them according to their stage in the buying journey. It will create relevance. Following this, marketers should work on designing personalised emails that match the buyer persona and relate to their buying journey and choices.
3. Omnichannel Marketing
Omnichannel marketing allows brands to amalgamate all consumer experiences into one. From physical stores to brand websites, in-app experiences to social media interactions, email in the key ingredient, if companies wish to combine all these experiences to enhance and personalise the buying journey of the customer.
4. Interactive Emails
Many marketers believe that email marketing is impacting email marketing in a big way. Therefore, it is of the essence for marketers to divert their energies into creating emails that are interactive and engage the viewer. It will help in increasing engagement rate while also reducing the bounce rate. For instance, emails that can help viewers purchase within the email itself are sure to attract users.
5. Attractive Visuals
Emails are no more just plain text messages sent to consumers. Marketers are working more than ever before to create emails that are visually appealing and contain content that catches the eye of the viewer. Emails, nowadays, contain images, infographics, GIFs, videos, video shots, etc., thus, are more vibrant and attractive.
6. Artificial Intelligence
In 2018, big brands will invest heavily in using Artificial Intelligence for their email marketing practices. AI will be used for all processes like data segmentation, data analysis, integrate product recommendations and many others. AI can also be used to send personalised emails to their target audience.
Gamification of emails includes including puzzles, games, and riddles in emails to make them more interactive and keep the viewer engaged for long. Therefore, marketers should consider including recreations like think quick puzzles, rapid fires, spinning a wheel for winning prizes, answer to win and the like.
With newer technologies affecting the digital space like never before, marketers must gear up to mould their email marketing strategies by adapting to these technological changes as soon as possible. Emails that are interactive, visually appealing and engage the user for extended hours, will play a key role in converting prospects to customers and customers to brand promoters, and without these two, marketers are sure to face a tough time competing the competitors.