In marketing, looking forward is imperative, and keeping up-to-date with the latest trends is key to staying ahead of the game. With marketing technologies appearing at a progressively faster rate, the marketing landscape is ever evolving with the most recent innovations. With only a few months left until the end of 2018, we’ve collated 7 email marketing trends set to shape 2019. Giving you plenty of time to plan your marketing strategy for the coming year.
First up: Artificial Intelligence.
AI has been a hot topic in the marketing world this year, and it is not set to stop when the new year comes around. AI has the potential to offer what humans simply cannot. With the capability to analyse copious volumes of data, AI can identify trends and provide predictive insights into the behaviour of a companies own audience. This will have huge effects on the way email is used. Reconsiderations of the marketing strategy can take place with the advice AI can offer. Maximising every campaign for each company’s specific data pot(s).
Chatbots to Talk About
You’ve likely already come across chatbots. Arguably, a form of AI, chatbots respond to data-driven questions far better and faster than humans. They are customisable with their own personality and can be tailored to suit each brand. Currently, the only thing missing is the human element. Making your chatbot responsive to a wide variety of scenarios, responses and questions are critical to overcoming this omission.
We’re Delving Further into Deliverability (and Readability)
Whilst previously deliverability has been acknowledged, the coming year will bring an upsurge in focus on improving an emails performance, though better deliverability, and with it: readability. The technicalities behind email will grow in importance for every marketer, and email content will be increasingly assessed for its similarity to spam. With every marketer crossing their fingers hoping it’s as slim as possible. Deliverability tools such as SendForensics will make this process a smooth one. Going hand in hand with content readability, the overall aim of email will be to make every interaction suited for the target audience.
The Expansion of Social Media
For B2B business, Social Media looks to grow in importance when it comes to the marketing strategy. With recent advancements in Social Media adverts, there are more ways to promote your business using Social Channels. Whether it be targeting top priority targets, or utilising native ads, social media ads will help brands connect with their audience in a largely unexplored landscape (for B2B purposes). Whilst social media audiences can become more targeted, the content shared should become more flexible. Content shouldn’t be unique to a single platform. It should be created with a flexibility which allows for repurposing, not only across social media channels but between website content and print media too.
Brands tend to publicise themselves in a number of ways, but the issue is, you know exactly who has written the content. The company themselves. Of course, they’re trying to promote the benefits of their business. That’s where authenticity comes into play. Sharing stories of what others are willingly saying about a brand can speak volumes. More than 10 website pages combined. So show off your customer reviews, because people trust other people, not brands.
Whilst video has long been part of the marketing strategy, the numbers are on the rise. Forbes reported that 90% of customers now say that watching a video about a product influenced their purchasing choices. Plus, by including a video in an email, click through rate increased by 200-300%. With statistics like that, there’s no arguing to the benefits video has to offer. Try adding video into your email marketing strategy in 2019, and see if it can help you reach your goals.
The novelty of basic personalisation in email has worn off. You expect every correspondence to be addressed directly to you. And if a brand gets it wrong, that’s an almost instantaneous dismissal. But advanced personalisation can still offer huge benefits. The use of dynamic content means your email can truly be adapted to every member of your audience. Making ‘right person, right time, right content’ an easily achievable task. Adding unexpected features such as personalised images and countdown timers can make a prospect sit back and notice your company.
Technology has helped digital marketing strategies push forward past expected advances in 2018. Now, 2019 seems to be heading the same way. Technical advancements, improved tools and novel tactics can help marketers target a lead base larger and better than in previous years. With a few months left until the new year, now is the time to consider changes for your 2019 marketing strategy. Plan now, to help maximise your ROI and surpass your lead targets.