Curious about what experts say about email marketing trends of 2018?
There are a lot of discussions going on now, with artificial intelligence-driven solutions that should be introduced into the landscape in the coming years, with big data that will continue to drive innovation and innovation. to give the recipients what they want while eliminating what they do not do.
Here are 6 trends that all email marketers must read before the end of the year.
1. The Use of HTML Emails Will Decrease Significantly with Small Business
But not quite – some brands will continue to rely on (and take advantage of) carousels of images, videos, sliders and built-in features in the cart. This trend is still in the air, and fueled by arguments from both sides. Some, like Aweber, say that HTML is the most powerful for their business model. However, most experts agree that even if it is harder to track open rates with textual emails, the consensus seems to be that the text outweighs factors like overall deliverability, rates opening and interaction of subscribers.
Online marketing experts like Neil Patel agree that HTML adds too much clutter to most marketing messages outside of business e-mail, and can hurt your business time. job. The biggest reason to adopt this "old" strategy is that mobile mobile is becoming the must-have device for reading emails. The plain text is exactly the same from one device to the other and does not require reading from a browser window.
2. More and more complete data will lead to better segmentation of lists
The utility of big data will only reveal more and more ways to better serve your listings as this year shifts to the next. List segmentation is nothing more than treating each member of your list as an individual and sending them precision emails, rather than grouping everyone in the same category and sending them to them. things he does not want. The big problem is that, even though large companies have been doing this for a few years, small businesses are lagging behind and will have to quickly adopt list segmentation to reduce the risk of losing valuable subscribers.
The use of segmentation tools offered by your email service provider (or other) generates more than 14% more open emails, 3.9% fewer people touching the spam button and 9 % less invocations (source). Asking for details about user preferences when people subscribe, then sending timely interactive emails asking them what you can do to better serve them will become a universally accepted practice rather than something that only marketers "Intelligent" do
3. The reagent will cease to be a buzzword and will simply become essential
More than half of e-mails are now opened by subscribers who use only a mobile device (source). Of course, if you follow an approach of sending more emails based on the text, the responsiveness of your messages will not be as important. For those who still want to send HTML messages, with embedded images and videos, responsiveness will be the key to getting subscribers into your sales funnel.
It seems that everyone is migrating to Gmail, since iOS 10 and later have made it easier for Gmail to appear on their devices. Gmail itself has added responsive design support more than a year ago, which means that you and your developers will always need to consider best practices, a lot of the heavy tasks will be done for them. members of your list. via the Google email client.
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4. The list of listings will become easier with carefully labeled CTAs
As a distributor, I need more emails like I need a colonoscopy! On my best day, I still can not erase my inbox – and the next day it returns to the same size as yesterday, and so on. Still, like most of my subscribers to the list, I can not resist clicking the registration button with relevant and attractive CTAs like "Looking for more content like that?" Or "Do you want to save 15% on your next XYZ purchase?" etc.
Catchy CTAs are much more effective than "Sign Up to Receive Updates" and all other old methods available. Just like any good landing page requesting a sale, your CTAs listing must tickle a fancy user. CANSPAM has cleaned the reputation of emails in general over the years, and most users want to receive emails from their favorite blogs, vlogs and ecommerce providers – just ask them the right way!
5. The e-mails triggered must be adopted by the majority of merchants
Triggered emails are important elements in your marketing automation effort. They are so important for shippers looking to make the most of their subscription. Triggered emails can take many forms, from automated welcome emails to e-mail retention when you have not seen them for a long time, to highly profitable basket abandonment emails that all e-merchants have adopted so far.
Triggered emails are rarely reported as spam, improve engagement rates (especially well-designed welcome messages), and help prospects who are on the fence make a purchase to make that purchase. . The best triggered emails can be 100% automated, so if you do not use them, it means you do not really care about earning money!
6. Interactive e-mails will continue to be adopted by brands that have interactivity at the top of their marketing plan
Online marketers have long known the power to make a buying decision as easy as possible for customers. The "hard to adopt" approach that we use to attract members of the opposite sex in real life is not enough to put it online! Interactive emails help simplify buying decisions, placing items such as polls, pizza menus, clothing catalogs and more in email – in the form of carousels, offers and more. easy options to add to the basket.
Interactivity is still difficult to follow with these email marketing options, but if we have learned something about technology in the past 13 years, it adapts very quickly to the needs users and market changes!
You know something we do not have?
If you have a hot email marketing trend for the coming year to share, do not hesitate to share.
Here is the success of email marketing of your brands in 2018!