8 Email Marketing Trends Making a Splash in 2018

Ashley Lipman
Ashley Lipman  |  September 11, 2018

When it comes to leading your company in a positive direction, it’s important to place the proper emphasis on marketing as it pertains to your overall growth strategy. 

Without marketing, getting your company noticed and creating a regular sales funnel is very difficult. There are many different types of marketing from buying ads on the top social media sites, running commercials, word of mouth, influencer marketing and more.

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Email marketing trends in 2018

One method that many companies or brands don’t think about right away is email marketing, despite how fruitful and beneficial it can be. While email marketing isn’t new, it has actually been around for quite a long time - but don’t take that to mean that it is out of date and not constantly innovating. This article will look at four email marketing trends in particular that could have a big impact on the industry.

More Interactive Emails

Manageable “microsites” are going to be all the rage in 2019 when it comes to email marketing. These are essentially a type of interactive email that allows people to actually interact with the email interface without having to click on a different link. These emails can feature integrated surveys, social sharing, videos, menu options and so much more.

All in all, these “microsites” will help to keep the email recipient more engaged than ever and help to retain more customers than the simple and somewhat boring standard emails. These emails hand customers all they need to see and know, right in the inbox, without having to go anywhere else.

Increased Use of a Conversational Tone

The tone that you utilize in an email is incredibly important when it comes to how your customers respond and understand your email. Some emails sound like they were written by a robot, and others will sound like a real and actual person put time into them.

While using a conversational tone won’t always work in different industries or sectors, it can be a safe bet to give emails a personal and genuine tone. This can be a great way to have more people connect with your company or brand, more so than an overly technical and “buttoned up” email ever could.

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Optimizing For Mobile Device 

More people than ever are using their mobile devices for more than just texting, calling and social media. In fact, many people do almost everything from their phone, including checking and sending emails. However, we have all received those emails that are unreadable on a mobile device, clearly made for a desktop.

This needs to change in a big way in 2019 and beyond as more and more people aren’t even using their computers to check emails. As such, marketers need to ensure that the emails they send out via their email marketing software are truly optimized for mobile devices and can be read seamlessly on phones and tablets.

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AI and Automation Will Have a Big Role

While setting up email lists, creating content and actually sending it out can be very important, it is also quite time consuming. It can take a lot of employee hours to get an solid email list together, but what if there were a better way? Well, thankfully, AI and marketing automation are here to make the job of email marketers simpler and more streamlined than ever before.

Also, AI and automation can help with understanding and using data and metrics, in ways that a simple human would never be able to do. Of course, using this AI and some automation services could be expensive, but it will be more of an investment in your company than a sunken cost. Whether you do it yourself or have it done automatically, verifying your email list is also incredibly important, as you don’t want to be sending your promotions or marketing materials to invalid addresses.

Learn more about bulk email verification and the various bulk email list verification services and companies that can help you with it.

More Personalization

When an email is personalized it not only brings a smile to a customer’s face, but it also makes them more likely to open and interact with the message. While this might not directly build revenue, it will help you to build and develop relationships with your customers, which is incredibly important to do.

Doing this can take a little bit more time and effort than just sending out basic or general emails, but will be well worth it when it comes to how much more engaged your clients and customers will be.

Data Protection

For years, companies of all kinds have been carelessly selling and collecting customer information, and with privacy more important than ever, this needs to be addressed. While customers know you likely collect data and use this data to create a better experience, they don’t want this information used to harass or bother them.

In order for email marketing to be successful, the customers might trust you and believe that you will honor their protection and not give their data away without letting them know. If they don’t trust you, they are unlikely to give you their email at all.

Use Predictive Analytics

Predictive analytics is one of the biggest and best trends in the industry, as it can help to predict how consumers and customers behave. They can be used to stay a step ahead of what their consumers will do, try predict the lifetime value of a customer, and more.

While measuring results after the fact is still important, it is arguably more important to try and predict what will work and what won’t.

In conclusion, email marketing is still a great way to potentially grow your business and attract new customers. Hopefully this article has helped you to learn and understand a bit more about the email marketing trends you could be seeing in the next year.

Be sure to check out G2 Crowd’s email marketing software research to find the best email marketing tools for your business needs as well as other online digital marketing trends for 2019 from our friends at RiseFuel.

Ashley Lipman
Author

Ashley Lipman

Ashley is a super-connector who helps businesses find their audiences, partnerships, and helps small businesses with their networking efforts online. She frequently writes about the latest advancements in e-commerce and small business marketing.