We’re almost 2 decades into the millennium, and the rapidly changing world of email marketing is showing no signs of slowing down. On the contrary, with the rise of automation coupled with AI, email marketing is now perhaps the most effective marketing channel in today’s hyper-connected world.
Email marketing has an incredible ROI rate of 4400%, that means for every $1 spent on email marketing – $44 is made.
How will your brand make the best of email marketing in 2019? What current trends do you need to stay on top of in order to keep your strategy relevant this year?
Here are our 6 email marketing tips for success in 2019.
Leverage smarter segmentation and targeting
As email marketing platforms become better at collecting, collating, and making use of data – their tools for segmenting audiences, and targeting individuals, are becoming near godlike.
In 2019 marketing emails won’t stand a chance unless they’re being sent to the right person, at the right time, with the right content relevant to the individual. If that sounds like a lot of manual work, you’re missing the point. As long as you’ve adopted a smart email marketing platform, you’ll be able to set and forget email campaigns that will send to each contact at unique times, with unique content.
Of course, segmenting your database, and knowing who to target with specific copy requires detailed data. That’s where the following tools will come in:
- Preference centers (replacing ordinary subscription forms)
- Dynamic content (replacing static copy)
- Engagement scoring (further segmenting your contacts by how they engage with your brand)
- Behaviour based triggers (sending emails to contacts based on their behaviour)
Take personalisation to the next level
For years we’ve known the power of personalising email content, but how many emails do you receive addressing you by your first name in the first line?
Personalisation is a great way of grabbing your readers’ attention, but your contacts are used to the usual ways in which personalisation is deployed.
In 2019, personalisation will be a major part of email marketing as always, but it will be used in more surprising, attention-grabbing ways.
Even simply addressing your reader by their first name in the middle of a paragraph, rather than the standard greeting, will make your copy stand out.
If you’re collecting valuable data on your contacts, then the world of personalisation is your oyster. Wow, your contacts by personalising your emails with references to the state they live in, the item they last bought from you, or the renewal date for their membership. Use personalisation to add further value to your emails, and surprise your contacts with how you include personalisation – rather than just using it in standard ways.
Use less graphics, and be more interactive
Graphic heavy, website-like emails used to be unique and cutting edge – but as email marketing has taken off across all brands, and contacts become more inundated with promotional content, graphic heavy emails are now less effective at grabbing attention.
The ironic plot twist is as email marketing has become more prolific, it’s the simpler, less graphic intensive emails that are standing out amongst the crowd.
In 2019, more brands will be opting for text dominant emails, with strong calls to action and opportunities for interaction.
What might this look like? A branded, styled text email, with perhaps one graphic (header) and clear buttons for interactive purposes.
Interactive emails will be better received than promotional campaigns using one-way communication techniques. This means rethinking your promotional campaigns so that they act more like journeys in which the contact has ample opportunity to interact with your brand along the way.
Embrace the end of promotional content, and the resurgence of storytelling
As aforementioned, in 2019 your contacts are going to be far more discerning email consumers. This is because the average office worker receives upwards of 121 emails a day. What makes your email so special?
If you want your emails to matter in 2019, then it’s time to hark back to the cornerstone of human communication: storytelling.
Rather than blasting out once off promotional campaigns, brands will have to build campaign journeys, with multiple emails included. These journeys will have to tell some sort of story in order to grab and keep the attention of much pickier readers.
Storytelling also requires a strong personal voice. This means brands will have to design and solidify strong tones in order to build brand personality. With a strong brand personality, storytelling should become a breeze.
Make use of more and more automation
The future is here, and most marketers are scrambling to make use of automation and AI to minimise overhead whilst improving ROI.
Marketing automation platforms are delivering on tools previously unimaginable: not only is data being collected, but it can be used to segment, target, personalise, trigger timely communications, and even predict future behaviour.
In 2019, automation will continue to be employed by marketing teams across all business. If your brand is already using automation tools, you’ll want to be upping the ante this year.
Perhaps you already use automation to segment and target, but aren’t using automation to score engagement and trigger emails based on behaviours such as click-throughs, or webpage visits. To compete in email marketing, you’ll have to expand your use of automation tools and start experimenting with automating aspects of your strategy that are currently performed manually.
Keep on top of privacy: it matters more than ever
2018 was a big year for privacy breaches and data leaks. This means that your contacts are more aware of their privacy and data rights than ever.
Any brand looking to gain trust with their contacts in 2019 will have to be 100% across their local privacy laws, and will also want to comply with SPAM Act, as well as common sense respect.
Across the board, this looks like: having clear opt-ins for subscription, giving clear unsubscription options in emails, being transparent about how data is used, and not sending spammy content.
Of course, it’s important to look at ways in which you need to be compliant according to national law, so it’s well worth engaging in legal advice for email marketing in 2019.
When it comes to email marketing in 2019, the general message is to ramp things up. Email marketing’s strengths have only proven themselves over the last few years, and in 2019 you can expect brands to double down on their investment and effort.
If you’re wanting to rise above the email marketing noise in 2019, make sure to use the tools available to the best of your ability, and to further commit to email marketing automation.
If you’re interested in automating your email marketing processes and want to try out some of the tools mentioned above, Swift Digital can help you out. Give our team a call on 02 9929 7001, or simply send us an email.