How you can boost your email marketing game in 2018!
Email marketing is changing and 2018 is going to be a year where we see big changes happening! Consumers are expecting more from emails and with the development of AI – we think emails can stand out more than before. Three areas that we strongly believe companies should focus on in emailing marketing this year are interactive emails, personalization and mobile optimization.
1. Design actionable and interactive content
Mailable Microsite was buzzing back in 2015, when it became the first interactive email of its kind.
These new formats exploded off the hook and it was the first time that email became interactive – allowing users to directly take action on the email without having to leave it. With the introduction of mailable microsites, the kinds of email people brands could craft, includes:
- Live content
- Sign up form
Results from this types of email has been positive, with higher click rates and conversion rates. Not only has results been good, but it has revolutionized emailing in itself. Subscribers can now do more within their inbox e.g watch videos, live content and payment and it is expected this new format will take over traditional, older formats.
Accelerated Mobile Page (AMP) in Gmail, is understood to be the follow up of Mailable Microsites. Launched fresh this year, the idea behind AMP is to design faster mobile pages and AMP stories has taken off like a storm. It’s pop up and mind blowing format has made audience excited about the future of storytelling.
As for AMP in Gmail, we can expect similar features. For now, Google has said that AMP in Gmail will allow information to stay up-to-date. More importantly, the new format like Mailable Microsites – intends to attract yourself to stay inside their inbox – by making emails more engaging, actionable and interactive!
In the above example, we can see how users will be able to complete tasks directly within the email without having to go to another landing page. The aim of AMP in Email is to allow users to prompt actions like “submitting an RSVP to an event, scheduling an appointment of filling out a questionnaire directly from the email”.
We expect great results with interactive format emails as customers can stay on and perform tasks on emails and this helps to bridge the gap between customers performing actions on the website and customers taking actions through a link directed to the website. Now, customers can easily go directly through both its online website and its email to do complete the same tasks. So we really recommend to boost the interactiveness of your email marketing as we believe there will be much more conversions.
2. Make it personal – address to your customer’s needs!
Latest research has shown that people expect more from emails now instead of the usual abandon cart or product listing emails. What consumers really want are emails that are personalized and have the ability to recommend products of their taste. Marketers are expected to provide recommendations – i.e songs and playlists like Spotify.
With the help of AI/machine learning, we can expect such emails to be possible and it is important for marketers to adopt more personalised emails in the future to meet customers expectations.AI can help to personalise subject lines as well as images.
Segmenting email lists can also help to amplify your email marketing that bit further. According to Campaign Monitor research, Marketers have noted a 760% increase in revenue from segmented campaigns.
Segmentation means dividing your email contacts into groups of similar background or interests. For example, to start of you can group contacts by location, gender, age, job title or buying history. You could make even more customised lists like “Men Who Love Winter Jackets in Summer” or “VIP female customers”.
This way, you can design emails accordingly and strengthen your click and open rates, optimizing your results.
3. Mobile friendly in a mobile first society
Mobile traffic is thriving immensely these days and we believe it’s time to adopt mobile friendly design in a mobile first society. With more time being spent on mobiles than desktop, 73% email marketers prioritize optimizing email for mobile devices according to Econsultancy.
So what can you do to optimize your emails for mobile? Decreasing email file lengths and size is one of the first steps to optimisation. So as to optimize emails further – we believe shorter email subject lines and super relevant bite-sized content will be great leaps forward for email campaigns in 2018.
Source: Email Monday
Key statistics have shown the way forward is to adopt a mobile first approach. Results have shown that there is a higher open rate on mobile and this has been steadily increasing. In 2016, 54% of all emails were opened on mobile while only 27% were opened in Webmail and 19% on desktop. Most importantly, the number of mobile users has already surpassed that of desktop and this reaffirms the mobile is now the most important source of online traffic.
With the expected continual growth of mobile traffic, we feel this is significant area for brand to focus on in email marketing and to adopt small changes to refine their emails in order to get the best results possible.
What do you think is the most important factor in email marketing? Share you ideas with us in the comment section below!