As new marketing outlets keep popping up, email continues to be the gold standard for ROI, generating $44.25 in retail sales for every $1 spent, as reported in a recent article from Multichannel Merchant. That’s why it’s so important for every business to know the new trends and what’s picking up steam in email marketing this year.
1. Contextual relevancy
Today’s buyers want the right content to fall into place at the right time. When emails are contextually relevant, customers will open the email and click through. In 2016, that means going well beyond the customer’s name to deliver such things as: personalized offers based on preferences; targeting by weather in different parts of the country and different times of the year; and building excitement and urgency with a countdown clock or shop-by dates for holidays and events. Or even localizing the emails.
2. Hyper-targeting by behavior
This year will be the one that captures specific behavior across channels (across email clicks, website browsing, mobile apps, and purchase behaviors) and uses that information to improve customer targeting. Some ESPs (email service providers) are building in such hyper-targeting capabilities, effectively providing segmentation on a huge scale. This will allow for lifestyle targeting that can determine who gets a discount, how much each customer pays, and when to target them in their lifecycle.
3. Inbox placement and deliverability
The mail ISPs have had tremendous success in filtering out illegally sent and indiscriminate emails (spam). But their algorithms won’t always recognize the email people want to see. This makes inbox placement more important than ever before.
4. Using pop-ups to grow your email list
While some digital marketers think of pop-ups as a nuisance, they have been found to grow an email list 5 to 10 times faster than traditional signup fields (often hidden in footers). You can prompt pop-ups when a person’s cursor scrolls off the email or webpage and into the browser (an exit overlay) or trigger them based on time on a web page or an email.
5. Detailed and consistent tracking
Data is everything these days. For example, if you are using Google Analytics, you can append your URLs with parameters to give you a more detailed understanding of your email traffic. (There are 5 parameters and each can collect different data in Google Analytics.)
6. More mobile-centric marketing
With more people on smartphones, higher click-through rates, and much higher responses, it just makes sense to make emails mobile centric. Many companies are starting to use mobile-first design for all their emails.
7. Animation/interactive elements will be more popular
Though some mobile inboxes can’t handle animation or take advantage of interactive elements, these devices dramatically improve the experiences of mobile users. While they won’t become mainstream in 2016, these will certainly be more and more popular.
The more things change, the more they stay the same. While people will claim that email is dead, it most certainly is not. The best campaigns will be the ones with a clear message to a clear target at the right time. And, email volume will continue to grow for the foreseeable future.
Want to stay on top of email trends and make sure your email campaigns are the ones people want to open, read and respond to? Solamar is ready to help. Our email experts know exactly how to target the people most likely to buy from you with the offers they want most when they want them. Talk to us about helping your with your email marketing.