The 5 Trends That Will Power Email Marketing in 2019
Happy New Year everyone! Whether you’re back in the office or still escaping somewhere exotic, you’ll want to hear about these email marketing trends.
Email marketing has evolved significantly in the past year, and that’s only set to continue as we move into 2019.
With the number of email users predicted to exceed 3.8 billion in 2019, it’s clear that this marketing channel is only growing in relevance and significance.
So, what trends will power this behemoth in 2019? We break it down for you below.
1. Ignoring segmentation is no longer an option
Every email marketer worth their salt understands the importance of segmentation.
Why send a mass email out to a huge, faceless subscriber base when you could personalize their customer experience?
According to the Direct Marketing Association, 77% of your overall email ROI can be powered by targeted emails.
And we’re not just talking about segmenting by geographic region or gender, we’re seeing more and more power shifting to customers as marketers encourage subscribers to self-select the content they want to receive.
2. AI will drive your email marketing
Artificial intelligence is also playing a role in making email marketing more personalized than ever before.
It’s helping us predict customer behavior, potential unsubscribe actions, and the most effective subject lines and copy.
By 2025, global email marketing automation is predicted to top $2.29 billion. That’s a considerable slice of the marketing automation pie, which is predicted to hit $7.63 billion by 2025.
So what does this rise in AI mean for you in 2019?
You’ll be able to customize content for each subscriber (if you’re not already), you’ll see improved email performance rates as personalized emails engage more and more customers, and you’ll gain even more insights from A/B testing and more detailed data sets.
3. The continual rise of content marketing
It’s no secret that content marketing is a critical component of any marketing team.
However, many email marketers may fail to consider the important role content marketing plays in their day-to-day operations.
Whether it’s simply copy for your next email blast or determining the strategy and content that will power your next nurturing campaign, these statistics show the power of content marketing:
- 47% of buyers view at least 3–5 pieces of content before contacting a sales representative
- 74% of companies found that lead quality and quantity improved after introducing a content marketing strategy
- 82% of customers have a more positive outlook on a company after reading custom content
4. Privacy is king
Last year, marketers worldwide were concerned about the consequences of Europe’s new GDPR law, which implemented rigorous privacy regulations for EU citizens.
While it did force some significant changes to how we gather and store user data, how we opt-in new subscribers, and how we communicate with customers, it was commended for its strict stance on privacy protection.
Apple’s CEO, Tim Cook, has suggested that the U.S. should follow in Europe’s footsteps and establish a comprehensive federal privacy law.
“Our own information—from the everyday to the deeply personal—is being weaponized against us with military efficiency,” stated Cook. “These scraps of data, each one harmless enough on its own, are carefully assembled, synthesized, traded, and sold."
With these parting shots, it’s clear that the issues of privacy and protecting user data will continue to be a powerful force in the world of email marketing.
5. Mobile all day, every day
We already know that a staggering 98% of U.S. consumers own a mobile device and 86% access one or more of their email accounts on their mobile.
Additionally, 50% of U.S. consumers prefer to hear from brands via email, easily beating social media (7%), mobile apps (7%), text messaging (7%), and chatbots (3%).
Mobile isn’t going anywhere, and it’ll continue to be a crucial consideration for any marketer.
To discover the difference between mobile-responsive and mobile optimized (and what this means for your emails), check out this blog.