Technology has been transforming our lives in beautiful ways, and so has it done with the entire marketing world too. We saw a shift in a lot of trends in recent years, and more is yet to come! Amongst all this, email marketing is something that was thought to get outdated by the end of this decade. But it has outgrown its expectations and has turned out to be one of the best marketing approaches preferred by literally any successful businessman!
And just like every other form of marketing, we have seen a lot of transformation in email marketing too, especially in 2018-19. Now with 2019 nearly at its end, here are some of the most foreseen trends that are bound to occur in 2020:
1. Device Compatibility
Let us all face it- We can spend our whole life without a laptop, but we cannot survive for an hour without our cellphones!
Now, as you might decipher, this shift in usage of electronic items demands a transformation in the layout of your marketing emails too. But with almost half of the users still opening their emails on desktops and laptops, optimizing text entirely according to mobile phones is not the solution. Instead, you need to come up with ideas that make your email accessible in all devices. Here are some of the ways how:
Avoid long paragraphs, and use line breaks.
Use bullets and points for the text and go easy on images.
Use appropriate font sizes and font colours.
Minimize overall spacing, and leave more spaces around CTA buttons.
Use a responsive template, and keep the CTA in the center.
Text optimization involves a bit of coding that may take some while. But there are some other areas where you can work upon RIGHT NOW like the layout, design, and images.
2. Minimalist Approach
Remember this while drafting your next email- Less is more.
The concept behind a minimalist approach is to eliminate the non-essential chunk of your content, and only highlight what’s important. One of the biggest reasons behind it is the shift of email accessibility from desktops to mobile phones, as already mentioned above. The other objective behind this approach remains very obvious- when you have lesser elements in your post, your actual message becomes more prominent.
Here are some of the most common ways how you can do it:
- Keep your content concise, and to the point.
- Do not insert a lot of information. Save them for the next steps.
- Avoid using too many colours in the theme. Use a maximum of three.
- Do not insert too many images or difficult words.
- Use highly contrasting colours once in a while to highlight what’s important.
The audience gets bored and clicks away from long emails. (forget about getting a click to your actual website). Keeping it simple will help your audience to understand your services promptly, and act accordingly.
3. User-Generated Content
UGC or User Generated Content can be defined as any form of a content created by the customers/end users of a product, and are considered to be extremely reliable by the audience because everyone looks for a product rating before making a purchase!
Reviews or customer testimonials have become a marketing trend in recent years, and here’s how you can get it from your customers:
- Know when to ask for feedback. For instance, 2-3 days after they have made a purchase.
- Ask them a random question, that leads them to the landing page/ website page.
Stay connected to your clients. Ask them questions every now and then, but not very frequently.
- Customers generally don’t prefer to review something unless asked for it. Make sure you remind them about it quite often.
There are also some more resourceful and better ways to get some quick reviews from your customers.
Which brings us to the next point..
4. Interactivity Is The Key
Answer this honestly – would you continue scrolling down an email if it looks like nothing more than a long, dreary article? I bet you’d click right away!
Introducing interactivity into your emails is like inviting your customers to talk to you. Here’s how you can introduce engaging content into your emails:
- Use the CTA button, and display it at the center.
- Display new arrivals/ products and highlight the discount code/ referral code.
- Insert high-quality images, that justify the content. You can also use your product images instead.
- Introduce polls, surveys, and QnA into your content.
- Use simple language and catchy phrases instead of unnecessary jargon.
Engaging content reduces the chances of the recipients leaving the emails. This way, you can make sure that your audience stays engaged and scrolls through your entire content.
5. Catchy Design
Now, this one’s quite obvious – we all love looking at the things that are alluring to the eyes.
A good layout and catchy design not only grab more audience attention but also creates a good impression in the eyes of the customers. Here are some of the ways you can do that:
- Use a consistent color theme with the right combination of colours to make your content stand out.
- Do not add too much texts, and draft an easy layout.
- Insert infographics and graphs along with images at planned intervals.
- Include animated CTA, and leave more spaces around it.
- Justify your content, make sure your layout is accessible on all devices.
Having a good design does not only imply using the maximum vivid colors you can, but it depends a lot on the layout of your email, the images used, the combination of colors, and a lot more.
6. It’s The Era Of Millennials
With the ever-rising popularity of social media among the youth, marketers often try to reach their targeted customers from the younger generation via social media marketing. Email marketing campaigns thus get abandoned very often.
But is email a really becoming an out of style way of communication? As per the stats, they are not!
According to a recent study, about 25% of people aged 18-24 check their email first thing in the morning. It’s simple. Millennials recognize Emails as a formal medium of communication and thus often open their inbox very often to check out new offers, discounts, etc.
It implies that people actually COME to read your emails without you even having to worry about it (Isn’t that cool?). It is also a fact that millennials are 63% more likely to be swayed by a promotional email. Approaching your younger audience via email is a good idea, and now you can pretty much understand why.
7. Shift To Voice Assistants
“Alexa! Check my email.”
The era of voice assistants started at about the middle of this decade. But we saw decent updates in it recently. Through the prospect of email marketing in voice seemed to be a little intimidating in the beginning, marketers are now reconsidering this approach and are heading to create more content compatible with IoT.
IoT is a very young technology and has grown very fast, paving its way into everyone’s day to day life. Recent updates in some of the voice assistants have introduced the feature of reading emails, deleting them, and even switching to the next message. So it basically reads the mail loud to the subscribers while they are busy with their household chores or anything like that.
There seems to be a long way to go, for voice assistants actually replying to emails. But 2020 still seems to come up with more users relying on their IoT devices daily, thus demanding a shift in email marketing strategies.
In the context of email marketing, personalization refers to the act of modifying an email according to a targeted subscriber. It may include leveraging the data that you include in the email- their name, number of times they check into your app, the last product purchased, etc.
Personalization helps you to get into people’s minds, not just their inbox.
But how?! The prime psychology behind personalization is to create relevance in the reader’s mind and make your brand more friendly and reliable. Gather sufficient information about your website visitors, and understand the type of content that they want. Approach them on a timely basis to make sure you remind them about your brand. Insert a name and picture on the “from” field instead of a logo. It convinces your audience that they received the email from a human and not a bot.
This strategy has worked for several brands that have nailed personalization. According to a study, an email with personalized content is 26% more likely to be opened as compared to the ones which are not.
Email marketing strategies have evolved long ago, and automation is a trend that has emerged recently and gained a lot of popularity in recent years. It’s simple, automatic emails are personalized, delivered timely, and delivered to users just on time.
Keeping that in mind, here are some ways how you can use automation for your email marketing campaign:
- Draft welcome email and automate its sending time beforehand.
- You can use automation tools like Mailgaze for this purpose.
- Optimize the type of content you want to send your buyer after they have made a purchase, and auto send them within 3 days of their purchase.
- Draft a no campaign email that doesn’t specify a cause and randomly send them to your clients to pitch them regularly.
- Gather product feedback by automating emails containing FAQs.
Trust In E-Mail Marketing: It’s Going Nowhere
Amongst all the development and advancement in technologies, there’s one thing that is going to remain consistent about trends – THEY WILL CHANGE with time. But one trend that stayed years throughout online marketing is E-mails. They continue to evolve, shape, and reshape according to technological advancement and innovation. As a marketer, you must focus on the best strategies that you can employ for your business, and market accordingly. Work smart, bring the change.
Renowned performance marketer, user acquisition expert, and a product fanatic from Bangalore. He is a prominent speaker in masterminds and events in the performance marketing space. Sumit is the Founder of Socioboard, which owns products like Poweradspy, Socinator, Gramboard, DominatorHouse, and mobile apps in social media automation space which have millions of users.