It’s been a great year for email marketing, and it’s going to be an even better one for the most popular and effective channel of marketing communication. As technology evolves, exciting opportunities are coming our way and it’s essential that we stay updated on the current and future trends. That’s what we are going to talk about today, so read on if you want to improve your marketing performance.
What’s going to happen in 2018? Here are five predictions!
Content is going to get better
Did you know that 60% of marketers said email generated the highest revenues for their business in 2017? That means at least 60% of companies are using email, so the landscape is now crowded. The growing competition for customers’ attention will force campaign creators to come up with better content if they want to stand out and make their message heard. Staying relevant to your subscribers is going to be the number one key to success.
The tone will change to encourage engagement
Nobody wants to talk to an empty room or to an audience that doesn’t respond. But subscribers are not simply going to engage in a conversation with a business, unless they are encouraged to do so. As we’ve said before: one way communication is dead. Social media changed the way we talk to each other, and this will reflect in email marketing, as well. Don’t be afraid to ask questions, stimulate people to share their opinions and build a closer relationship with them.
Emails will become more interactive
Marketers are going to upgrade their style by creating more interactive emails, with the same purpose of encouraging engagement. Making a marketing email fun is a great way to grow your brand, because, as the poet Maya Angelou used to say, people will always remember how you make them feel. So make them feel good and help them relax by sending them a quizz, a survey or a video in which you ask them a question.
Email validation will make a big difference
Many companies have understood the importance of having their email lists cleaned, as it’s the only way to ensure their messages are safely delivered to their subscribers. In 2018, more marketers are going to use email verification systems to check their databases and keep them healthy. This will reflect in more satisfying outcomes of their campaigns: better deliverability brings higher open rates and a higher ROI.
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People will prefer plain-text emails
That’s a surprise, isn’t it? Older statistics were showing that the more catchy your design was in terms of pictures, the higher your click-through rates were. Well, that’s going to change in 2018, several email marketing experts say. Some of them, like Neil Patel and Ryan Holiday, are already sending plain-text emails, as they believe they are more likely to be opened and read. One thing is for sure: it’s much easier to create a plain-text email and you don’t have to worry about your pictures not showing up on people’s desktops and phone screens. Just make sure the font is pleasant to read and focus on very good content!
Whatever trend you choose to embrace, we wish you a great 2018, with lots of accomplishments! Happy New Year!