Despite social media seeming to be the most prominent player in today’s digital marketing landscape, it is the email that has been found to bring in more ROI at 3,800%. A factor to this success is its vast number of users. By 2022, it’s expected that the number of email users will be at 4.3 billion.
And because email reigns king in this ever-evolving digital world, the future has something new in store for email marketers.
1. Non-linear funnel: the new normal.
Marketers once believed that leads go through a journey that is shaped like a cone and that they all start from the top. However, advancements in technology brought new marketing tools, so leads can now be gathered and nurtured in different, multiple touchpoints.
2. Nurturing, not selling
Despite the changes in the funnel, the fact remains that leads need nurturing. It’s time to find a balance in your email marketing strategy to inform yet still be aggressive enough to move the lead to the purchasing stage. Instead of hard selling, this can be done by sending out helpful content.
3. Automation: more than just making things easy
In email marketing, automation isn’t just making tasks easier; it is also helping create personalized messages to targeted audiences. Your prospects and clients should only be getting relevant messages that are of interest to them at the right time.
4. Hyper-personalization for that human touch
Despite automation, consumers still want the human touch. This can be done through hyper-personalization. For you to have an authentic connection with your audience, you must learn enough about them that you can already provide solutions before they are even aware of their problem.
5. Digital marketing channels working together
Outside of email, there are now more ways than one to connect with your audience in the digital space. It’s now time to integrate these channels to work toward a common goal and maximize your business resources.
6. Text and images on emails both work
According to research, most email users prefer text-only emails nowadays, which is quite ironic considering the many things that you can incorporate on emails, which include, but not limited to, videos, GIFs, and emojis. Learn when to use the right format and watch your engagement rise.
7. Data privacy and security matters
The world has been plagued lately with controversies involving hacking and misuse of personal data. Governments around the world are taking more aggressive measures against such problems. Implementing user access review best practices is among these measures. User access reviews look at who’s accessing what, what level of access they have, and if they have valid reasons for access rights. This goes for all parties involved within an organization – employees and third parties or contractors. These measures are indispensable because if not reviewed periodically, privileged access can fall into the hands of bad actors, whether on purpose or on accident. For marketers, this entails being more careful with their future campaigns if they want to have an international consumer base.
8. It’s all about mobile
According to research, 55% of emails are now being opened through a mobile device as opposed to laptops. This means creating emails that are also optimized for mobile if you want your audience to engage with you on their preferred device, wherever they are.
For your email strategies to continue working in the future, you must keep in mind these trends and learn more about it, and this infographic will let you do just that. It also helps to have an open mind about other expected changes on the horizon such as the dominance of artificial and content intelligence, especially if you deem them useful for your business.