Email marketers who prefer email frequency over quantity, shoot email blasts randomly without considering the recipient’s intent. This is annoying and can hurt your business prospects in the long run. The good news is that the practice is now stale and outdated due to changing consumer preferences.
At times when email marketing is evolving, you need to adapt the changes to align with latest email marketing trends and shifting demographics. This is the only way you can stay in the competitive marketplace.
Still today, email marketing is the most inexpensive and quickest outreach method if compared with other digital marketing / social media marketing channels. Marketers have found the method 40 times more effective than Facebook or Twitter when it comes to acquiring new customers.
We have already landed up in 2019 with new marketing goals. Now marketers need to stay updated with the latest trends in email marketing to set them apart from the competition.
5 Email Marketing Trends for 2019
In this article we have listed 5 email marketing trends for 2019 that marketers need to adapt and apply to stay ahead of their competition:
1: Recipients will Have More Control on Emails
We hate all kind of spam, whether it’s hard sales pitches in our cell phones or spam email blasts in our inboxes. Likewise, random email blasts in consumers’ inbox irk them. They either change their email address to save the horror or weed out spam directly to Junk Folder.
As technology has become more adaptive, the practice of bombarding inboxes with spam like emails will soon die. Marketers are now much more aware about the futility of email spam. They are now realizing that the practice is a visible waste of resource with no advantage at all. Email blasts to unknown or irrelevant recipients will increase unsubscribe rates and spam reports.
In 2019, marketers will avoid contacting strangers by sending them irrelevant emails. They may bring forth mechanisms to give customers the power to opt-in the type of emails they want to receive and opt out the irrelevant. It will eventually end the need of default ‘unsubscribe’ link on the bottom of every mail.
Giving opt in / opt out choices will ensure that right email messages are being send to the right audience. This means that only those emails reach out to the audience that they are interested in. As the customers will start putting their preferences first, they will have more control over what they receive in their inbox, customer engagement levels will rise, unsubscribes will drop, and spam complaints will dramatically decrease.
2: Email Personalization to Go Center Stage
Basic email personalization like automatic insertion of the recipient’s first name in an email greeting will be a thing of the past. This marketing personalization is now evolving at an extent and allowing marketers to target recipients not only by their names, but with their demographics and behavior as well.
Availability of big data and marketing automation methods have upped the ante, and now more personalization attributes will come at the forefront for audience targeting. They may include their shopping behavior, location, cart abandonments and much more.
For instance, with the help of a marketing automation solution, you can create a list of contacts that have left your shopping cart abandoned for reasons whatsoever. Then you only send emails to those contacts to ask them to finish their purchase. These emails could convert into sales since the offer will be relevant to them.
3: Account Based Email Marketing to Get a Push
Account based marketing is quite a new term and different from traditional email marketing in a way. This new method is gradually getting popular in the B2B marketing domain.
Unlike traditional email marketing where marketers shoot volume based email blasts to a given list to generate leads, account based marketing focuses on identifying recipients first who are a good fit for the company’s products and services.
Traditional marketing relies on purchasing email lists for high-volume email blasts. The disadvantage with purchases list is that the majority of recipients there don’t want to receive the communication.
Therefore, instead of relying on these lists, marketers will spend more time on doing extensive research into consumers’ pain points, their goals and their actual needs. The USP of the account based email marketing is that before making an initial contact a marketer gathers enough information about the lead.
Since in account based email marketing you create lists of potential leads after deep research and data investigation, chances of conversion are high and bounce rates are lower.
4: More Focus will be on Inbound Email Marketing
Inbound email marketing will be on front sheet in 2019. Inbound marketing with emails is a practice where marketers produce educating and enticing content for their target audience. Instead of an overt sales pitch, the content in the newsletter educates their audience. The idea behind it is to build trust in your brand and establish it as an authority. The content shared addresses common problems of your buyers.
If you manage to build your authority in the subject matter, customers will start looking at you for advice on a certain topic. The purpose of inbound marketing is to generate trust to attract leads.
This year, the industry will see a steep surge in inbound marketing emails in order to engage more leads. Since with inbound marketing you present your brand as an authority, leads come to you naturally.
5: Purchased Email Lists to Lose Shine
The decade old practice of buying lists of emails to shoot email blasts will soon be a history. The problem with purchase email lists is that they are expensive and contain random, inactive or obsolete email ids / numbers that are spam or of no use. Sometimes, the list may have the contacts, but they are irrelevant and will never buy your product.
Marketers will now start working on an opt-in mechanism to let leads opt into their email list. People who opt-in are eventually those are interested in your offerings and want to learn more about them. With an opt-in list, marketers will be able to market products to market to leads that have indicated interest in their services and products. It will further reduce the chances of mails being marked spam by an audience that are irrelevant.
Creating an opt-in process has its own advantages. It makes sure that your audience only receives emails that are relevant to them. It will eventually increase open rates and CTR and reduce unsubscribe rates and spam reports.