Email Marketing in 2019: Three Big Trends to Watch
Whenever there’s talk of emerging trends or predictions for a given year, email marketing is often an afterthought.
Don’t make that mistake.
Pound for pound, email is still the best marketing channel out there for most brands. And yet, at the same time, it’s often forgotten about, with a set it and forget it approach when it comes to funnels and newsletters.
If that sounds familiar, don’t worry, we’re going to help you change all that.
These are the email marketing trends you need to be paying attention to in 2019 and beyond.
More loyalty programs
Keep these stats in mind, 80% of shoppers say they grow to love a brand over time. But approximately 50% of shoppers also say they’ve left a brand they were once loyal to because another brand was better serving their needs.
So you can see, customer loyalty matters. And email is a great way to reach your customers and get them to fall in love with you. But you also need to think of ways to keep that loyalty alive.
Here are a few ways to make a difference in 2019:
- Track your most loyal customers to see how they behave and what drives them to take action
- Use data from those super loyal customers to spot patterns and find similar leads
- Test the promotions that perform the best and lean into the ones your customers really respond to
- Work on making sure your customers know your loyalty doesn’t end when they make a purchase
If you’ve got a loyalty program up and running, you probably already have some good data you can start digging into. But, don’t stop there. Develop an email marketing strategy that’s built around both developing a sense of loyalty in new readers and rewarding your most devoted customers.
The brands that go out of their way to build good customer loyalty programs are going to see big gains.
Going for hyper personalization
As technology has enabled brands to gather more data than ever on users, personalization has become important. In the last few years, it was pretty simple, add in a first name, make a few segments, and you’re good to go.
In 2019, the game is going to be all about getting even more personal. After all, you’ve got all that data on behavior, purchases, open and click rates, why not use it in a deliberate way to really engage your customers?
A big part of this is thinking about the future.
With AI and machine learning becoming more common, email can be one way to use predictive analysis to start looking for the behaviors that can trigger a customer’s intent and interest.
So think outside of the segmentation box and take a hard look at the data you’re already collecting and see what information and patterns you can glean from it. This data can make all the difference in offering your email subscribers a really high quality and personalized experience.
Embracing interactive emails
Interactive content is a great way to get people to engage with your website, but did you know you can also bring that same idea to email?
You can create all sorts of fun stuff including quizzes, games, reveals, scratch-its, and image carousels. Users can engage with your content right from their email, both from desktop and mobile devices.
Beyond just having a different look and feel when compared to your standard issue emails, getting your customers to physically engage with your emails triggers all sorts of cool psychological effects too.
Having content that they have to perform an action to reveal can trigger the fear of missing out (FOMO) and increase the perceived value of your content.
All of that can go a long way towards building loyalty too.
Making your emails interactive can help you see a 2x improvement on your click through rate. There’s no doubt an increase like that could have a massive impact on your business.
In conclusion…don’t forget about email!
It’s still one of the very best channels out there for returning value to both your customers and your brand. Plus, there are few better ways to build loyalty than through email.
And as the landscape for consumers attention continues to get more competitive, anything you can do to stand out from the crowd while engaging your email list is going to be a winning strategy for 2019 and beyond.