Email Marketing Trends for 2019

We’re six weeks into 2019 and already we can see some trends that will remain big in this year. Here are ten of them.

  1. Kath Pay, founder of Holistic Email Marketing proclaims that 2019 “will be the year of Customer Experience Email Marketing.” What is CEEM? It is customer-focused emails that lead with helpfulness and personalization. Personalization begins with using your subscribers first name in your emails to them. While opinions vary on getting first names in your opt-in process, there’s no question that personalization is a powerful tool. Another tool of CEEM is segmentation.
  2. Segmentation. The behavior of customers and prospects drives segmentation and segmentation is built around increasing the number and value of sales transactions. Mail Chimp reports that segmented campaigns get 14.64% more opens and 59.99% more clicks than non-segmented campaigns. Hubspot says that segmentation increases profits up to 18 times more.
  3. Are your emails optimized for mobile? According to Campaign Monitor, 53% of emails are first viewed on mobile devices, so, if your emails aren’t optimized for mobile, you’re losing out. As Campaign Monitor says, “Mobile technology is at the epicenter of today’s digital experiences.” 
  4. The increase in mobile order value. The common assumption is that big ticket orders are done on desktop and laptop computers, but the gap is closing between those devices and mobile purchases. Make sure that every part of your website is mobile friendly!
  5. Eric Wonta, CMO of Zive says, “Embrace mobile, but don’t abandon desktop.” His reasoning? “Although at least half of emails are now being read on mobile, that doesn’t mean email on the desktop is dead. In B2B, in particular, only 35% of users check email on mobile compared with 59% for personal email. ” He suggests a multi-device strategy that takes advantage of how some of those who check email on their phones will also open the same email on their tablet or desktop later.
  6. An increase in text-only. A shift away from emails with detailed graphics and to text-only is already evident. High graphical content seems too salesy and the interest in opening up emails that look and read like advertisements in has clearly left the building. Plain text emails appear more personal, sincere, and less sales-oriented, according to webpronews. This was a trend in 2018 that is continuing into 2019.
  7. An increase in interactive emails. Adding interactivity to your emails can be as simple as adding a GIF. Asking your subscribers to connect with you on social media is another simple way to add interactivity. For more on interactive emails, click here.
  8. Predictive email marketing will continue to grow in 2019. What is predictive marketing? Here is Forester Consultants’ definition:
    “Predictive marketing is the use of data science, primarily driven by machine learning or artificial intelligence, to make smarter marketing decisions by predicting which marketing actions are more likely to succeed.” How can you use predictive marketing for your email campaigns? Predictive marketing will help you choose marketing campaigns that promote what your audience is most interested in. It can help you choose products to cross sell and up sell, and what combinations of products will be best to recommend to prospects and customers. Stay tuned for next week’s post on predictive marketing.
  9. Privacy is a big issue, and how you protect your subscribers and customers from data breeches will continue to be an important consideration. Communicate to your folks how you protect their data (note: Irresistible Influence Marketing does not sell any data from subscribers or customers to anyone, period).
  10. I like what emailmonday says, “Be Sarah from marketing, not Siri from Apple.” What that means to me is put your personality into your emails. You’re the only you, so be yourself and you’ll immediately separate yourself from the pack.

What trends are you noticing this year?

I invite your comments and questions and your likes and shares.

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