January 25, 2019

Email Marketing in 2019: 6 Trends You Need to Watch

Reading time about 6 min

Stay on top of the email marketing trends for 2019 so you can beat out your competitors and keep a successful email marketing strategy in the new year!

In the lucrative list of top marketing channels, email marketing rarely misses the cut — and for good reason! Email marketing rules when it comes to results and performance.

It remains undoubtedly among the most effective ways of getting clients to buy your products; which makes it necessary to ensure that you keep up with the latest trends in order to stand out from the rest.

Numerous studies have outlined its distinct value, illustrating a list of emerging trends that are bound to dominate the channel in 2019.

Below are the top 6 trends you should watch out for in the coming year:

1. More control for consumers over their emails

Spam emails or emails that have no contextual relevance for the reader are a total nuisance for consumers, especially when they take up valuable real estate in the inbox. In fact, it is not uncommon for people to change their email address just to escape them.

Luckily, this has started to change. Marketers now understand that it’s futile to blast emails to individuals who don’t want to receive them. In doing so, they only add to the number of spam reports and unsubscribes they get from the email database.

This year, you can expect to see more firms offering mechanisms for both prospects and customers to choose what type of emails they want to receive. Not only is this a best practice, but in many countries, it has become a legal requirement thanks to the implementation of the GDPR.

Rather than the typical ‘unsubscribe’ option, marketers will begin to avail the option of choosing the type of emails or opting out depending on the consumers’ preference-something which can quickly be done using simple web forms. Offering customers this option will ensure that your audience only receives distinct emails based on their preferences.

In essence, this is a trend that is set to give consumers more control over what they receive in their inbox, a trend that will ultimately boost engagement levels, and cut down the number of spam complaints and unsubscribes rates.

2. More focus on mobile optimization

One component of any good email marketing campaign is incorporating mobile device email optimization. Looking at the stats, it’s clear that more and more emails are being read on mobile devices. As such, mobile optimization and responsive design for email is crucial if you want to provide the best experience for readers.

3. Predictive analytics and machine learning in email marketing

For the past few years, analysts have stated that AI and predictive analytics would be a dominant trend in marketing, but it has been more in the niche areas of technology. It did start to play a more substantial role in the daily lives of marketers in 2018 though; a trend that is expected to continue in 2019. With the help of machine learning and AI, email will be more powerful than ever: helping with things like sending at the best time or segmenting customers into more targeted email lists.

Real-time personalization and A/B testing are also part of this trend and becoming more accessible to marketers — even at smaller organizations. Marketers can now write higher converting subject lines and converting emails by letting data make the decision for them.

4. More casual email voice and tone

email marketing trends for 2019

Over the next few years, millennials are expected to dethrone baby boomers as the largest US consumer demographic. Decision makers and consumers from the millennial generation prefer a relatively less formal and more laid back approach to communication compared to their baby boomer predecessors.

Back in the day, marketers placed significant emphasis on the use of a firm and more formal voice and tone in their emails. This, however, is gradually changing and is expected to continue doing so in 2019.

As millennials take over the lion’s share of consumer purchasing power, marketers will need to adapt how they ‘speak’ to their audience through email campaigns. Not only will marketers get more playful, but they will also include some humor in their emails. In essence, the voice and tone of marketing emails are set to get more informal and casual.

5. Blending social media with email marketing

Consumers are becoming more and more active online, which also means that the digital aspects of their lives are becoming more connected as well. Businesses need to find a way to link their different digital communication channels like email and social media to create a cohesive experience and get the most out of all the channels.

But how can email and social media collectively work together for the good of your business? You can start by adding a CTA to subscribe to your newsletter or emails on your official company Facebook and Twitter Pages. This lets you connect with your social media followers on a more intimate level and provide them more value through your email communications as well.

Similarly, you can boost your presence on social media via email by including social media icons in your emails. By doing so, customers and prospects alike can ‘like’ your promotion, then go share it with friends online or tweet it and so on. You can also grow your following with subscribers who are already interested in your business and show off more of your brand personality on social media.

This is a simple, yet significantly effective way of growing your client base and deepening your relationships with customers.

6. More effective email copy

Email continues to become more ubiquitous with each passing year, which means it’s harder and harder for brands to stand out among all of the competition in their contacts’ inbox. That’s why compelling email copy will be more important than ever before in 2019.

Start with a great subject line: this is the first impression your readers have of your email, so you have to make it count if you want them to open.

From there, focus on creating great content that resonates with your readers and clearly communicates what you want to highlight. Keep paragraphs short and straight to the point. Always keep your target audience in mind. The best way to boost conversions is to make the reader feel like you are speaking directly to them; addressing their pains and interests in the content of your message.

Usually, well-established and popular brands looking to expand their brand awareness and increase conversion by hiring professional essay writers, known for their remarkably persuasive techniques and solid content vision. This can be a quick way to write copy that converts without taking time out of your day to do it yourself.

Bottom Line:

Undoubtedly, email marketing is going to change a lot in 2019 — giving more power to the consumer — and brands are going to have to adapt. That’s why it’s necessary for companies to stay informed with all the emerging trends if they want to avoid getting lost in the noise and left behind by their competition.

Get ready to leverage these trends as outlined in 2019 and you’re guaranteed to find success in your email marketing!

You can also check out our article 7 Email Marketing Best Practices to Succeed in 2019.

Good Luck!

About the author:
Ryan Bronson is an Information System Analysis expert. Being an Information Technology graduate, he is particularly fluent in the field of technology. His expertise has allowed him to forge a name for himself as a great technological essay writer, among other domains.

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