The success of email marketing has been trending upwards for years and it will continue to do so. And, as we look forward to another year ahead, it is the right time to take a fresh look at emerging marketing trends.
The trends within email marketing have been constantly evolving and statistics say this:
- 1) Mobile Friendly Emails will be crucial than ever
- 2) Quality Content will be must for List Building
- 3) Video to be a priority in Email Marketing
- 4) Personalized Emails will be acknowledged more
- 5) Ask your Visitors for Two-Step Pop-up
- 6) Automated Email Series to take over Newsletters
- 7) Animation will Drive Epic Email Engagement
- 8) Social media and Email marketing to Become more intertwined
- 9) A/B Testing will be the Norm
- 10) In-detail and consistent tracking
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2015: Number of emails sent & received daily 205 Billion
2019: Number of emails that are expected to be sent & received daily 246 Billion
So, it can be assumed that future hopes to have great much leverage from this direct channel of marketing.
Here are our picks on 10 email marketing future trends for the year 2017.
1) Mobile Friendly Emails will be crucial than ever
Mobile is the most popular way of reading out mails as majority of people opens it over their smartphones. Brands have taken a note on this trend and will invest and focus more on mobile access. There are several mobile apps that make it easier to manage mails through the cloud based software. All the marketers should adapt a mobile platform for sending out mails.
2) Quality Content will be must for List Building
The content that brings in the emails has to be short, crisp and amazing. To score an email list with your content you need to be specific and relevant with it. Gone are the days when you would just write 800 words on a general topic and still get traffic to your site. The articles that are comprehensive and dive deep into the topic are difficult to compete and hence, help you in collecting more email addresses.
3) Video to be a priority in Email Marketing
You will be amazed to know that by including one video in an email it can generate 200-300% higher click to rate. By just making a promise of a video in the subject line you can witness the increase in open rates by 19% and it also decreases the number of unsubscribers.
You can just explain what you want your audience to listen through a video and make them click through to a simple landing page to collect their mail addresses.
4) Personalized Emails will be acknowledged more
Earlier, people were blasted with general messages which did not have a personalized feel that is the main reason why this method is replaced by real-time marketing. Nowadays, recipients are more interested in messages that are targeted to their personal preference, taste and focus areas. Engaging emails have better chances of conversion because the user feels as though the business actually cares about them. As a result they pay more attention towards it.
5) Ask your Visitors for Two-Step Pop-up
When the audience click on a link and then get directed to the pop-up is likely to have a much higher conversion rate than regular pop-ups. So, a two-step opt-in effectively increases the conversion rate. It follows a completely different approach; users will be able to enter their email addresses only after they click on the link. The two-step opt-in process is worth trying for email marketing campaign.
6) Automated Email Series to take over Newsletters
Most of the visitors would sign up for the newsletter to get the recent updates in the inbox but problem is that the perceived value of newsletter is low. It’s the time to say goodbye to your newsletter for an automated email series which will be full of value by teaching something specific to your audience. So, start sending mails with automated email-content creation to keep up with the expectation of your subscribers.
7) Animation will Drive Epic Email Engagement
The power of animation and interactivity will effectively improve open and click-through rates. Animated emails have an attractive structure and design which creates a psychological impact on the reader and leads to enhanced meaningful interaction right in the inbox.
8) Social media and Email marketing to Become more intertwined
These two facets of marketing are likely to come closer and being more intertwined. Social media is considered to be the most ideal medium for list building and the email content also gets richer by incorporating social media content into it. Emails are being taken more seriously by people and it is supposed that integrating social media content with emails will harness better click through rates.
9) A/B Testing will be the Norm
Extensive studies has to be done to examine what audience may like and what not. A/B testing lets you test one variation against another and hence help you to make decisions that might increase your email opt-ins. With the help of this you can gather the data and analyze, to what customers will respond to like color of the button, design of the copy and the size of Call-to-Action button. It is likely to convert more audience in the upcoming year.
10) In-detail and consistent tracking
Tracking the effectiveness of email marketing campaign is necessary to adjust according to the demands of the consumer. Focus on the data-driven excellence as per the user appreciation will be an important aspect in the tracking of email campaigns. A detailed knowledge about the data like accessibility, click through rate, opening and comparing elements from different campaigns all these data-driven metrics will play a crucial role in letting you track the results of the lead campaign.
The key factors which will make the email campaign stand out from others are systematic approach and creative designs. So, it’s important to keep up with the constant changes in the email technology to make sure that your email efforts remain effective in the upcoming year.