Latest Trends in Email Marketing. With technology becoming more and more a part of email marketing every day, the marketers who keep up with it are going to have the greatest success. In a field that relies so heavily on adapting to new technology and new consumer behaviour, you can’t afford to fall behind on the latest and greatest.
The latest trends in email marketing include:
Mastery of the multi-channel experience
There was a time when email marketers were only concerned with acquiring subscribers, retaining them, and getting results from them. However, this is no longer the case.
With the rise of other communication channels, particularly social media, email marketers need to be able to channel all of these sources into a single stream. Unlike in the past, the marketer follows the consumer from channel to channel with cross-channel attribution apportioned correctly.
Email marketers should always implement some cross-platform promotions and personalisation based on the consumer’s behaviour on the other channels.
Predictive marketing metrics
Email marketers are currently relying heavily on metrics to shape their campaigns. They put something out there, see how it does, and react accordingly.
However, predictive marketing metrics are quickly becoming the new norm. You’ll receive these metrics before you ever put out an email, so it removes the trial-and-error process.
It works by utilizing AI and machine learning, which means the technology becomes better the more it’s used.
Interactive content
While interactive content has already made itself well-known in the marketing field, it will only continue to rise in popularity in the future.
Currently, interactive content consists of quizzes, image carousels, and small games, which are all popular with users. They can boost click-rate up to 300%.
In the future, these features will only become more sophisticated and better at roping in potential customers. With video games surpassing movies and music to become the world’s biggest form of entertainment, it’s clear that people want to engage with their content.
Personalisation of email content product selection
If you knew, before ever presenting a product to a consumer, exactly what that individual is most likely to buy next – but for being shown it, imagine how powerful a tool it would be. Indeed McKinsey, Bain, Forrester and Statista research companies all put the figure around 20x (twenty times) as power for delivering ROI, as every other method of email marketing combined.
Hyper-personalisation, AI machine learning software, has been around for a few years now, and achieving considerable traction. It runs autonomously, in supporting traditional promotional marketing ESPs. Start-ups enjoy that they can use it on their own if they can’t afford staff yet.
Being devoid of human interference enables it to achieve both maximum accuracy of selections – based on each individual’s buying history and impressions, but running autonomously delivers higher ROI, as the biggest cost in email marketing – staff, is removed.
How do you measure the latest trend in email marketing?
When measuring the latest trends in any field, all you have to do is look at where the technology is going, how people are using it, and whether or not it’s working.
With those simple criteria, you can get a good idea of where the cutting edge is and where it’s going to lead. However, it’s important to keep in mind that not all trends will remain consistent over time.
Does it matter?
Being at the forefront of the latest trends in email marketing is necessary to keep up with the competition and a continuously changing technological landscape.
What now?
Now that you’re familiar with some of the latest trends in email marketing and have an idea of why it’s essential, you can adapt your campaigns for the future.
However, just because you’re ready for the future doesn’t mean you shouldn’t be thinking about the present, particularly regarding the most recent average industry rates for email.
