The future of email marketing is an essential thought for anyone in any business, whether you’re a marketer by trade or running your own business. Email marketing has always been the golden form of marketing, far greater than targeted ads or social media campaigns.
With insight into where the industry is going, you’ll be able to adapt your content and your strategy to match the trends and stay ahead of your competition, giving your subscribers exactly what they want. With this in mind, here are the ten most powerful predictions you need to know about.
1. Mobile Content Remains King
This has been a rapidly growing trend the last few years, and there’s no sign that it’s going to slow down any time soon. The vast majority of emails are opened and read on mobile devices, which means you need to optimise your emails for mobile devices.
This means shorter paragraphs and optimised images, as well as making everything crisp, clear, and very easy to read.
2. Don’t Spam
Nowadays, email content is all about quality content over a quantity of content. If you’re sending a ton of emails that don’t really provide much value, you’re going to lose people, and your strategies won’t be successful. Avoid spamming at all costs.
The best thing to remember is to simply always make sure you’re providing value to your readers, and you have a purpose for sending an email. Don’t send for the sake of it.
3. Automation is Infinite
Automation is another email marketing strategy where you track the clicks of your emails and where people are interested in and then sending them more emails based on their activity. You can really get creative with your automation, so try to think outside the box!
4. Targeting is More Precise
Your business should already be using targeted emails to send certain content to certain customers, but this is now more important than ever before, especially if your lists are growing. The more precise you can be, the more effective your email content is. It’s all about creating a personalised experience.
5. Very Accessible Content
While you should already be ensuring your email content is as accessible to your readers as possible, this area of focus will need even more attention in the future. This is due to the rise in popularity of home speaker assistants, such as Amazon Alexa and Google Home, which will want to read emails as they come in.
6. Tell a Story
“A very common marketing technique is to tell a story to your readers. Think about how animal charities will single down to one animal and their story. This is because people love stories and relate so much better than being sold too,” shares Emma Barrett, a tech writer.
7. Interactive Email
Yes, email is slowly becoming more and more interacting, and it’s a very exciting time. Instead of just providing information, they’ll be more opportunities to click through to see more content, whether that’s a website page, a blog post, or a video.
The more click-throughs you can get, and the more engaged people are with your emails, the more chances you’ll have of getting people interacting with your business and your community.
8. Integrate Social Media
Just because email is big, that doesn’t mean you’ll want to forget about social media. Integrate social media into your emails, whether that’s sharing access to your accounts, or allowing the content in the email to be easily shared with the click of a button.
9. Include User-Generated Content
“User-generated content for businesses has always been massive on social media, and now it’s much more widely used in email content. Whether you’re sharing images of people using your testimonials, customers social media pictures that they send you, or competition entries, there’s a ton of opportunities to get creative here,” explains Kieran Harker, an email marketer.
10. The Use of AI
By far, the biggest and most impactful trend coming to email marketing is the more frequent use of AI technology. AI is being used in a number of ways, from compiling targeting lists for better coverage, detecting patterns in followers, and generating effective content, such as tag and subject lines.
This will help emails because even more personal, even more effective, and drive your business success rates up further. If you haven’t yet looked at AI solutions for your business, now is the time to do so.
Michael Dehoyos is an email and content marketer as well as an editor at Academic Paper Help and Academic brits. He helps businesses create new strategies that use modern technology and creative opportunities to their full potential, helping them stay ahead of their competition.