Digital marketing along with email marketing is one of the fields that goes through the most change year after year, which is why it matters to be properly informed about the email marketing trends for 2019.
Fortunately the technology sector keeps growing, the advances from one year to the next are impressive, so marketing has to stay out in front.
2.8 billion people use email as a method of digital communication; hundreds of thousands of those messages are commercial transactions or approaches.
Email marketing’s ROI is the most astonishing of the lot: it runs at 4400%, which means every euro invested brings back 44 euros.
ROI: an acronym used in marketing standing for Return on Investment. This metric indicates the value or financial benefit generated by each of our marketing activities.
There’s no doubt that email marketing is the king of commercial strategies and a field we should make the most of.
Let’s shed some light on what the email marketing trends for 2019 will be.
Email marketing trends 2019
Segmentation and automation of targeting
The email marketing sector is constantly evolving — we know that already; year after year commercial strategies have to be renewed to deliver a better service.
The consumer is a creature of habit and, once they’ve got used to something negative, the plan has to change.
The natural order of things has led us to treat the great mass of potential clients the same way, and that has been a conceptual mistake.
For a while automation only served to handle large volumes of work without regard for the people behind them.
Now and in the future, one of the email marketing trends for 2019 will be about gaining total control over automating the process.
Segmenting the market to reach each person with what they want, automatically.
It’s about firing a machine gun, but with the target locked and the fewest possible rounds wasted.
On top of all that, it’s a proven fact that consumers interact far more with a dedicated email than with a blanket one.
Text over graphics
Another thing that will change at consumers’ request are those emails packed with graphics and images of offers that filled our spam folder day after day.
Consumers have learned to identify them all, whether they are or not, as potential spam, junk mail, rubbish advertising.
It doesn’t matter if we offer them solid gold at half price — they’ve lost trust and won’t give the email the slightest chance; it’s going in the bin.
So it’s time to work the email flat: good text and a little interaction, nothing more.
An email like that looks more personal and more human.
As far as the consumer is concerned, there’s no cunning fox behind it writing them a letter.
Think mobile
With 70% of internet access coming via mobile, the email marketing sector is going to move in that same direction.
53% of emails are opened through the mail app on our phone, and 23% are opened again later from the comfort of home.
With statistics that clear, there’s no excuse for emails not being adapted to mobile.
Having a good email marketing strategy adapted or built for mobile will open a lot of doors; it isn’t wise to let that slide.
Note this one down and don’t forget it — it will be one of the most powerful email marketing trends of 2019.
Artificial intelligence
Artificial intelligence is still in its infancy, but it already lets us start using it and getting good value from it.
Companies that have recognised its potential are already investing in it very shrewdly.
One of the email marketing trends for 2019 will be using that potential to support marketing leads.
More defined and effective email marketing strategies will be built.
We’ll be able to predict consumer behaviour based on their previous behaviour and on the behaviour of people like them.
Knowing their tastes and preferences, their affinities and their habits, it will be easier for us to offer them the content or the product or service they want.
The problem won’t be not knowing what they want; the work will be on us to get them what they want, because we’ll already know in advance what that is.
Engagement grows exponentially along these lines, and so do the chances of success.
Engagement: this term refers to the bond created between a company or brand and the consumer, client or follower.
Once upon a time…
If what we want is a personal marketing strategy that reaches our target audience, this point is crucial.
Target audience: a marketing term for the group of individuals who are potential consumers of our products or services, given their characteristics and qualities.
The key to good engagement with the consumer is coming across as close to them.
The consumer won’t read more than one line of an email if it’s boring and gives them nothing.
Our offer may look thoroughly appetising to us, but the reality is that this idea comes from our own wishes and not from the consumer’s reality.
We have to offer them an experience worth reading. Looking after the copy in an email marketing campaign is the key to its success.
Conclusions:
As we’ve seen, next year is the moment for personalisation; pointless mass campaigns will be left behind.
We’ll be able to do email marketing that is both large-scale and personal, aimed at one or several particular segments, taking into account the real needs of each of our potential clients.
Thanks to technology, our email marketing campaigns will have a higher ROI than in previous years.
Don’t let any of these email marketing trends for 2019 slip past you.
