The average person receives 100-120 emails a day (not including spam). Most people want to avoid additional emails, so when a company sends one along, it needs to catch the recipient’s attention almost immediately. To do that, keeping up with email marketing trends can help!
Is Email Marketing Worth It?
For entrepreneurs and business owners, it may seem as if email marketing is not worth the investment—especially in close-knit servicing and tradespeople industries (i.e., art framers, plumbers, artisans, etc.). However, this perception of worth is inaccurate.
In reality, studies have shown that targeted emails can dramatically impact consumers. These statistics show their benefits:
- Some businesses have reported revenue of +58%.
- Formatted professionally and polished personalized emails can reach up to 122% of a return on investment (ROI).
- 93% of business-to-business (B2B) marketers use emails as a keystone in their approaches.
- 72% of consumers who heavily use their emails prefer to only interact with emails targeted to them.
We can draw from this statistic that it is not enough to send out an automated impersonal advertisement to a few thousand non-specific people; email marketing must be undertaken correctly to guarantee success.
Only 80% of email owners check their email daily. Business owners only have seconds from when an email gets opened to when the email is junked, archived, or thrown into spam. For any modern business to succeed, business owners should take the time to look at relevant marketing trends.
Email Marketing Trends
In the first three months of 2022, there were 1,025,968 phishing attacks. Having security in place for your emails is extremely important, not just from a personal standpoint but also from a business standpoint.
It is already widely known that many scams occur through our emails—1 in every 99 emails is a phishing attempt. Giving out an email often leaves people feeling regret. Individuals get prompted by more emails: credit card fraud alerts, identity fraud alerts, unusual bank account activity, etc. From there, the only thing a victim can do is fill out reports and scan the internet for leaked information. Some people may do this through a phone number, while others might use an email lookup.
If it is not yet clear what marketing concerning emails consists of, let this topic be the beacon. Hyper personalization (HP) is not only the “wave of the future,” but it is also the only way forward.
HP refers to:
- The amount of personalization particular hardware or software has
- The amount of convincing power an email may exert
In both cases, the most important thing is the endpoint consumer—since they will be the ones to return for more business if the email is successful or has a generally high HP ability.
There are a few tried-and-true ways to approach HP, including:
- Using the correct layout/template for the company or product
- Utilizing dynamic content based on metrics previously gathered
- Matching automated email send-outs to consumer engagement levels
- Establishing an empathetic and personal brand/trust with the individual
- Utilizing a carousel or suggestions to direct the consumer to individualized landing pages like their cart or similar items
HP is also highly beneficial to pay attention to for future opportunities. For example, 66% of all consumers expect their favorite brands to know what they need.
How is a business meant to do that? They do this by collecting and analyzing the data recorded in intelligence systems and by implementing the correct HP for the endpoint consumer.
Business Intelligence, Artificial Intelligence, and Automation
Suppose the sound of intelligence systems or artificial intelligence (AI) specifically gives you the willies. In that case, the only real option available is to hire a professional team to assist in gathering and analyzing data.
Speak to professionals if needed because AI is not going anywhere any time soon. We are surrounded by it every day, and many times it’s not even noticed. Consider the automated emails that enter your email every day.
With all these automated (AI) emails, analysts can offer new ways to stand apart from the crowd. AI doesn’t just handle your mail, though. It can provide priceless insight into the world around your consumer, giving you access to what they might want next.
AI is the present and the only future for marketing strategies. Here are some of the things AIs can do today for any business:
- Record and create predictive analytics
- Optimize user experience through automation triggers
- Assist in picking effective subject lines
- Assist in building email lists based on demographics, interests, or brand
Visuals and Interaction
If AI is meant to guide marketing choices, and HP is meant to draw in consumers, visuals and interaction are how you get them back onto the website for their following action.
Visuals and interaction are what marketers should focus their energy on. Visuals demonstrate whether a company understands the issues their consumers care about. Meanwhile, unique interactions are memorable, conversation topics are necessary for a lasting connection.
Visuals work by playing to the consumer in the most traditional sense. At the same time, interaction is highly encouraged. An email having good visuals is only part of the equation. Interactive elements of an email are just as essential.
These elements, at the best of times, change our worldview literally (i.e., launching a dark mode option and putting a trigger button to see the difference in the email). Other times, they can be as simple as adding an individualized link at the bottom of the email (such as a cart check-out or a ‘similar item’ page).
Focus on Mobile
The cellphone is the modern person’s lifeline. It encompasses more technology and ability than anything that came before it, and with a new model out every other year, it’s hard to say we’ll ever use older tech again.
Poor user experience on cell phones translates to around 52% of consumers not only disregarding an email, but worse, the poor experience hinders the trust that the consumer previously had with the company. This is a death sentence for small businesses.
In 2020 Wolfgang Digital’s KPI Report said that mobile browsing had increased by 20%. There are two ways to approach the mobile sphere to improve a business’s chances of conversion:
- Hire professionals to create relevant or memorable applications
- Utilize AI and interactive capabilities to provide a simple user experience
Integration with Social Media
Most of the websites created after 2005 have clear ties to social media. Social media is one of the most powerful motivators for people to act (or not) on many issues.
In 2021 the Statista Research Department found that 91% of marketers in companies over 100 people were expected to utilize social media. Based on this number, it is not a leap of faith to say that those who succeed long-term in business pay attention to social media and utilize it masterfully.
Email Marketing is Priceless
The most successful businesses today are those that have mastered marketing trends in the past. They will continue to dominate industries and generate profits long after stopping advertisements.
The future is hazier for small business owners and upstarts. Their fate rests with how well they can understand and utilize the technology in the world around them.
Implementing email marketing trends is more important than ever. It helps businesses get new customers, keep their current ones, and drive towards new prospects on the horizon.