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5 Exciting Email Marketing Trends to Watch in 2020

Posted On Wednesday, 29 July 2020

UK B2b Email List

If you think email marketing is dead, you're wrong - it's only going to get bigger and better in 2020. Email marketing is still one of the best ways to connect with your audience and turn subscribers into customers. According to a 2017 Content Marketing Institute study, 93 percent of B2B marketers use email to distribute content.

Because email marketing is so powerful, it's important that you stay up to date on the latest email marketing trends. This will help you delight your subscribers and get the best results out of your email marketing strategy.

To boost your email marketing game this year, check out these five exciting email marketing trends that I predict will be big in 2020.

1. Interactive Emails

In 2020, provide users with more interactivity in the emails they receive. Interactive emails include elements that your subscribers can click on or interact with in some way. They're a great way to surprise and delight readers and make your emails stand out in crowded inboxes.

You can create interactive emails by adding:

    Surveys and polls.
    Menus and accordion features.
    Add-to-calendar options.
    Animated calls to action and buttons.
    Gamified features like scratch-its to reveal discounts.

Instead of just reading or scanning your emails, users will have things to click on, which will skyrocket engagement.

2. User-Generated Content

User-generated content is another trend already hot on social media that I predict will increasingly make its way into email marketing this year. User-generated content is one of the most powerful forms of social proof. When users see content such as images, videos and reviews created by real, happy customers of your business, it encourages them to become customers themselves.

Not only should you share user-generated content in your email marketing messages, but you should use your email marketing to collect user-generated content as well. In your emails, you can leverage interactive content elements such as polls, thumbs-up or thumbs-down buttons, and more to collect user-generated content from your email list.

3. Videos, Animations and GIFs

People get tons of marketing emails every day, so their inboxes are generally jam-packed. That's why more and more email marketers are using videos, animations and GIFs to stand out in crowded inboxes and grab the attention of their subscribers. Adding a little movement to your emails is sure to excite your audience.

Remember, email platforms like Gmail and Outlook don't have the technical requirements needed to play videos right inside emails. So, the best way to use video in your emails is by adding a static image with a play button on top. Users can click on the image, and the link will send them to your video that's hosted on a platform such as YouTube.

4. Artificial Intelligence

With artificial intelligence (AI), your emails will get even smarter in 2020. Artificial intelligence and machine learning will help you deliver more personalized emails to your subscribers. This technology can choose the best copy and email subject lines, pick the best send times and line up relevant content with each subscriber or email list segmentation based on demographics or previous activity.

AI-powered email marketing won't be out of reach for small businesses, either. Many affordable email marketing services are starting to implement AI features in their platforms.

5. Subscriber Control 

According to eMarketer and a November 2018 polling by Alliance Data, 69 percent of U.S. internet users wanted to control the frequency with which they receive branded email. The same poll showed that only 10 percent of retail marketers said they met that expectation. So, in 2020, email marketers should work harder to give their subscribers what they want.

When a user subscribes to your email list, you can send them a welcome email that allows them to choose the types of emails they want to receive and the frequency of those emails. A subscriber who's satisfied with the frequency of your emails and the content they're receiving is one who will stick around for a long time.

By staying up to date with these exciting email marketing trends, you can make sure your email marketing strategy is a hit with your subscribers this year. After all, happy email subscribers equal higher engagement rates and an increase in conversions.

Author: Thomas Griffin

The importance of email marketing in 2020 and why you should care

Posted On Wednesday, 22 July 2020

UK B2b Email List

Digital marketing strategies are used by just about every brand. But many strategists want to know how to squeeze the most from their digital marketing budget and deliver the highest return.
Over 56% of the global population has internet access—and just about everyone has an active email address. So the importance of email marketing (and digital marketing overall) is higher than ever.
If you’re a digital marketer, maybe you’re wondering how can you use email to reach your audience with relevant content at the right time. Or maybe you want to know how you can incorporate email into your digital marketing strategy to best complement other channels. Maybe you’re curious about what remarkable email marketing looks like in 2020.

We’ll go over all this and more to help you understand the value of email marketing in 2020 and which tools you have at your disposal to make it work for you.

Everyone uses email

By 2022, Radicati estimates that 4.25 billion email users will maintain 1.86 email accounts on average. As of 2019, 4.33 billion people have internet access worldwide and 3.93 billion use email.
It’s common for people—especially young people—to have two or more active email addresses. Many use one email for personal things (like social media and bills), one for mailing lists and brand promotions, and another for work or business.

An email address is required to do many things online, like signing up for Facebook or online banking, so just about everyone with internet access has a valid email address.
Email is relatively easy to design and implement

Want to create eye-catching custom emails on a small business budget? When you sign up with a reputable email service provider like Emma, you’re able to do just that.

For small businesses, this is huge because you can create amazing email marketing campaigns on the same level as big-box brands with no knowledge of coding.

Content marketing

Email is the perfect tool for promoting your best blog posts.
77% of people prefer email for permission-based advertising. It’s easy to forget that social media is technically permission-based because it often doesn’t feel that way.

With email, people have voluntarily given you their email address, so you know they want to hear from you and read your blog content.

Marketing Sherpa found that 19% of people unsubscribe from mailing lists when brands are constantly trying to sell them something. It’s actually in your benefit to prioritize blog posts, podcasts, tips, tutorials, videos, infographics, and other valuable content through email over promotional material.

You can make good use of your content with stunning newsletters and custom RSS feeds. U.S. Outdoor Store always includes a perfect ratio of interesting content and promotions in their email campaigns.

You’re not in control of the relationship—and that’s okay

More than 75% of people prefer email marketing because they’re in control of the relationship. For consumers, email is a refreshing break from intrusive social media ads. Why? Because if they see something they don’t like, they can simply unsubscribe.
Plus, email is highly regulated through GDPR and anti-spam laws. This hopefully doesn’t scare you, because these are good things.
People will always know exactly how and where you got their email address. Since you’re only collecting email addresses from people who choose to hear from you, you’ll never waste money on your campaigns.

Encourage your subscribers to take more control over the relationship

Marketers gain the trust of their subscribers when they encourage them to take control of their inbox.
How do you do this? Insert a link to a preference center at the bottom of all your email campaigns and prompt all new subscribers to fill out that page.
According to Marketing Sherpa’s survey, 45% of people unsubscribe from mailing lists because they receive too many emails (either from a single brand or in general). Another 91% of people unsubscribe because they aren’t happy with the content—either the campaign is too promotional, generic, or uninteresting.
A preference center lets your subscribers tell you exactly how often they want to be emailed and what type of content they want to be sent. Here’s an example of a preference center by Brooks Running.

Stay at the forefront of automation and technology

Think the hottest marketing technology is only accessible to big brands with massive budgets? Not so.
Email service providers give you access to cutting-edge automation features to create a human experience that 84% of customers say is the key to winning their business.

  • Segmentation
  • Customer journeys
  • Post-purchase communication
  • Re-engagement
  • A/B testing

Wrap up

The importance of email marketing has only grown over the past few years. We’ve discussed a lot in this article, so here are a few things we hope you take away:

  • Almost everyone who has internet access has at least one active email address
  • Email makes it easy to integrate all of your digital marketing campaigns
  • Email marketing gives you the chance to build personal relationships with your audience
  • Your subscribers are in control of the relationship—and that’s a good thing

Author: emma

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