Top 5 Trends In Email Marketing Campaigns
According to a 2018 Radicati Group study, there are approximately 3.8 billion email users in the world now. If we compare that to the entire world population of 7.7 billion, it rounds up to about half the world’s population using emails for the purpose of communication.
Studies suggest that,
- As many as 73% of marketers rate emails as the number one digital channel for ROI
- 59% say it continues to generate the most ROI for their organization
- 66% of marketers say email delivers ‘excellent’ or ‘good’ ROI
- Email marketing fetches an average ROI of 3,800 percent
Hence proved! Email marketing is still the king of digital marketing and an important tool in a retail marketer’s arsenal. Retail emails enable business owners to establish strong a communication with their customers. Whether it’s informing them about new products or delivering transactional details, emails tend to do it the best.
Keeping the potential of email campaigns in mind, we have listed some of the top trends in Email Marketing campaigns that you can leverage for a profitable retail business in the coming year.
Sending out mobile-optimized emails will become mandatory.
More than a trend, having a mobile-first strategy has become a necessity for retailers dealing with the mobile generation. It’s called being where your customers are.
Mobile phone usage has increased exponentially over the past few years and studies show how the number of emails opened via mobile devices is rapidly growing. As such, sending out emails that are optimized for mobile devices will become mandatory.
What must retailers do to ensure that their email campaigns deliver emails that compel the recipient to click and convert?
- Write a brief but compelling subject line that fits on the mobile screen
- Write a short summary text to give customers a preview of the email
- Optimize your brand’s name to be shown in the sender field for better open rates
- Keep CTA buttons big enough to be clicked easily
- Leverage email templates built especially for mobile phone
Automated emails will become a norm by 2019.
Email automation saves retailers from the hassle of manually crafting and sending new emails each time. Retail business owners need to communicate more frequently with their customers as compared to marketers in other industries. And hence, automating the process saves time and effort on the part of the retailer.
Most automated emails are triggered by customers’ activities such as a product purchase or a password reset. Retail customers need to be frequently updated about their orders, purchases, shipments, promotions, and other offers. The use of automated emails relieves the burden off of the retailer’s shoulders.
If you have not yet used automation of any kind, then it’s high time you should start using automated emails to give your business an edge over others. Here are some emails that you can automate –
- Welcome emails
- Email ID validation emails
- Registration confirmation emails
- “Your order has been received” emails
- “Your order is on its way” emails
- “Similar products you may like” emails
- Purchase receipt emails
- Password reset emails
- Support notification emails
- Review request emails
- Cart abandonment emails
Personalization will pick up steam with brands incorporating AI and machine learning to hyper-personalize mails.
Since emails are a common form of communication for almost all businesses, you could well imagine the average number of promotional emails or simply emails from different businesses a normal, internet-savvy individual would receive in a day. Do you think he/she would open and read all these emails? Well, you guessed it right. NO!
People pay heed to emails that speak to them directly. The more friendly and customized the email is, the better it is acknowledged by the recipient. This is where personalization of emails, backed up by technologies such as Artificial Intelligence and Machine Learning, plays an important role.
Here is how technology helps in email personalization –
- Identify purchase patterns and specific subscriber behaviors
- Target customer based on where they are on their journey with the brand
- Optimize body copy and subject lines to make them relevant and compelling
- Determine the best time to send emails
- Send customized product recommendation emails
- Add a sense of human-touch to emails rather than making them sound like machine-generated email copies
With more data in play, retailers will have to use more of segmentation to run an effective email marketing campaign.
Segmenting email marketing lists not only improves open and click-through rates but also helps retailers in personalizing the emails sent effectively.
Long gone are the days when you could batch up all your leads and blast them the same email. The trick doesn’t work anymore. You are dealing with a generation of smart customers that’ll rule out any advances made solely to sell. Customers today want more than just to buy from a brand.
Segmentation helps in delivering the right message to the right person. Here are some ways in which retailers can segment their audience –
- Demographics – The age, gender, income level, company position, etc. help you understand what kind of content would suit which category.
- Location – Based on the geographic location data of your customers you can send emails about store openings or other events.
- Engagement – Segment customers based on who opened, clicked, didn’t open, unsubscribed from your email list, etc.
- Purchase History – Segment customers on what they buy from you, how frequently they buy from you, recency of their purchase, etc.
- Amount Spent – Monetary Spend Value of Customer is another metric based on which you can segment them.
Based on these segmentations, you can place customers into different groups and nurture them with relevant emails. The more you cater to your audiences’ interests the more likely you are to resonate with them.
Friendly and Interactive Emails
An email marketing trend that’ll keep marketers at the tip of their toes is the design and format of their emails.
Earlier, it was all about sending sales-oriented messages and promotions filled with visuals. But now, there’ll be a shift of focus from images to plain text-only emails. Email marketing mavens suggest that this trend is a result of inboxes filling with an excess of overly colorful advertisements.
Modern-day customers are smart and curious. They would rather click on a plain text email than an HTML style email loaded with heavy graphics. Plain text emails come across as personal messages and when received from a business, these emails feel more friendly, genuine, and less sales-oriented.
If plain-text is not your style, there’s another trend that you can follow – the interactive emails. To foster engagement and keep customers entertained, you can send out interactive emails. These emails could contain surveys, quizzes, games, contests, GIFs, and more. The most important part of an interactive email is call-to-action as that is what will engage the viewer to perform a task.
Here is one more factor that may impact your email campaigns –
General Data Protection Regulation
- General Data Protection Regulation or GDPR is a set of standards that empower individuals with regard to control over their personal data.
- Even though the regulation was formed in the EU, it includes all organizations who store or process data on an EU citizen.
- In compliance with these guidelines, retailers will have to assess their mailing list and seek legal permission from subscribers before storing or using their information.
Well, these were some of the trends that retailers should take note of in order to run successful email marketing campaigns in the year to come. Certainly, you can go above and beyond these trends to set new ones that the rest might have to follow. Stay ahead of these trends to make sure you achieve the results you want for your business.