A change in the calendar year is the perfect time to think about where things were and where they are going. The future looks bright for email marketers, as long as we take advantage of key trends and apply best practices.
- Pick up the phone, but don’t leave the table
Even though at least half of the emails are now read on the phone that does not mean that the emails on the desktop are dead. Especially in B2B, only 35% of users check e-mails on their cell phones, compared to 59% for personal e-mails.
The cell phone is the best for business, as it can be managed and consumed quickly and in real-time. Of those who check their work email on their smartphones, many reopen the email on their desktop or tablet if the message requires more attention or a longer, more accurate response.
For email marketers, this means that a multi-device approach is best and requires careful planning to formulate a call to action that takes into account the behavior of your audience.
- KISS your customer and potential customers
“Keep it simple, stupid” or, most importantly, KISS is alive. Resist the temptation to use elaborate graphics and highly formatted emails when creating email marketing campaigns. Although you like their appearance, they are not necessarily the best performers. Emails with a lot of images generate a lot more spam alerts, which means that fewer messages are sent.
Recent studies have shown that many e-mail users prefer plain text to HTML e-mails that are graphically heavy. The reason? It is more like personal messages from someone who knows and feels more sincere and less focused on sales.
So stick to the basics and don’t overcomplicate the emails you send. By keeping things simple – the message and formatting – you avoid distracting people from what is really important.
- Get more involved in interactivity
In addition to prioritizing plain text emails, you also need to increase the amount of interactive content you send. This type of material adds value and can significantly increase public involvement.
Based on these results, you can create experiences focused on applications or microsites in your email. Think creatively when deciding how to present content in a way that encourages users to communicate actively instead of consuming it passively.
- Send fewer emails, but smarter
An email will always be a valuable marketing tool, as long as you develop smart campaigns. And from 2019, smarter emails mean more relevant and engaging. And it requires not only better targeting and targeting, but also sending timely, non-intrusive emails that drive business.
One solution is to tell stories. Personal stories seem real and can hold people emotionally. The stories are also memorable, which is important because people tend to forget the facts, but they remember the stories.
Engaged customers are far more important and valuable than disinterested. They will interact more and, as a result, their marketing efforts will become more effective.
- Get real with artificial intelligence
Everything I have discussed so far in this article is only possible if you have the people and the resources to do it correctly. Few organizations have enough people with knowledge and experience to fully understand, evaluate and respond to all available marketing and customer data. Fortunately, help is on the way.
Artificial intelligence (AI) has emerged slowly in all sectors in recent years. The tipping point here is for marketers. The technology is designed to eliminate human-induced bottlenecks, make advanced analytics resources more accessible, and provide practical advice to help teams perform.
Companies are now using AI to strengthen their email marketing and make it more personal and effective. Marketers can now use artificial intelligence to make objects and images more effective and predict how the public will respond to each email.
Above all, artificial intelligence is getting better and better. This opens the door to more personalized content delivered to the right people at the right time.