According to leading experts in the industry, the email channel is all set to evolve and grow at a much rapid rate over the next few years as compared to any other time in the history of email. Smartphones and wearables are changing the way we design email. Every part of the email marketing ecosystem, including email marketing software and email delivery partners, are ready to redefine engagement, deliverability, personalization and targeting – and align together – like never before.
But amidst all this rapid evolution of the email channel, how do you, as an email marketer, ensure nothing but impressive results with your email marketing campaigns? What are the top industry trends that will change the way we do email marketing in 2019 and beyond? All this and much more covered in this post, so read on!
4 Industry Trends That Will Change Everything
There’s a lot that’s going to change from subscriber experience to inbox functionality. Here are the top 5 trends that will change the way you do email marketing in 2019 and beyond.
1. Automation, Data Science and Machine Learning is Going to Play a Major Role
Email automation and data science will drive the timing and delivery of appealing content to users via email. Email marketers will be able to create email templates that focus on scaling the campaigns leveraging automation and each individual’s information, including but not limited to their preferences and user history. Add to it the Internet of Things (IoT), geolocation, and behavioral data – and you will get the picture of how we will be able to deliver the right kind of messages to the user in exactly the right kind of context and at the right time.
In 2019 and beyond, there will be an emphasis on personalization of messaging through audience segmentation. As big data gets bigger, companies can segment their list based on the interest of their existing user base and the kind of content they have a history of interacting with. Case studies like that of American Express’ hyper-personalized email marketing strategy are solid examples of this. They achieved a compounded annual growth rate (CAGR) of 150% in user engagement – which also got them awards for crafting one of the best email marketing campaigns.
2. The Era of Smarter Inboxes Has Just Begun
As you already know, today’s inbox looks very cluttered and unorganized, especially when it comes to providing relevant information to the consumers at a moment’s notice. Considering that email software or email readers as many people like to call them, already know their subscribers and their personal preferences much better than today’s popular social media platforms and search engines.
So, it’s time for email readers to get better at helping email recipients manage their inbox by factoring in every piece of contextual information they have available and no longer just display email by using an arbitrary relevancy factor like recency as its main focus.
You might have already experienced this trend by using Gmail’s Priority Inbox feature. As the tech companies behind email reader software leverage more of Machine Learning and Big Data, consumers will more often get to read emails that they actually want to see in their inbox.
Thus far, email service providers have not been able to agree upon using a common word processor, which makes emails render differently across platforms. This issue has resulted in a decrease in open rates and lost business opportunities. But as these issues get ironed out, email marketers can just sit back and watch the ROI from their campaigns grow over time.
3. More Focus On Delivering Value With Shorter Messaging
Given the drop in attention spans of users, long-form content is becoming increasingly unpopular. On mobile devices and wearable gadgets, users want to cut to the chase and receive bite-sized information rather than skimming through a ton of content. So, without a doubt, messaging needs to be short and crisp, while also providing value to the reader instantly. This is where you will need to put in the work.
For example, demonstrate your authority in your niche to your target audience. Be authentic. Apart from avoiding long-form content, try not to sell to your audience all the time. These are some of the most important (but also the most overlooked) email tips for success that you need to keep in mind if you want your campaigns to deliver good results consistently.
4. The fusion of Email and Ecommerce
For ecommerce businesses so far, it has been a one-way delivery system where you just try to steer a potential customer towards your online shop or a landing page. But in the coming days, email will not just help you attract the attention of potential customers but also support the whole online retail experience, end-to-end.
It will become possible for subscribers to place orders online via an integrated email marketing campaign, without having to leave their inboxes. You can also expect campaigns to offer more of a seamless experience too, with an increasing use of embedded video and other interactive in-app features. It will become easier for email marketers to create personalized online shopping experiences tailored to the unique preferences and habits of each of their subscribers.
The union of big data and email automation will let you deliver 1-to-1 digital messaging at a massive scale using EDM marketing. Email marketers will need to leverage data science to identify the patterns and optimize campaign performance. Needless to say, great content will still be a key component since it’s actually what creates engagement. But how about letting machine learning and artificial intelligence personalize the messaging for each individual across channels – resulting in the kind of truly integrated experiences that are commonly talked about in the industry but rarely delivered? Apart from this, the email channel will continue to be one of the best sources of data for e-commerce retailers that will continue to help them learn more about their customers. In the future, it will make timely and relevant product recommendations and generate sales for online businesses.