By Leslie Youngblood
For many years we’ve been hearing people say that email isn’t important, or that spam filters are taking eyeballs away from messages and people are tuning them out, but that’s not true. Email is still one of the BEST and simplest and cheapest way to engage with your customers.
Plus, recent studies have found that peoples’ trust in social media companies is declining. While social will never completely disappear, this does open up more attention and focus to your email marketing.
So knowing all this, here are the five email marketing trends to pay attention to in 2019.
1. More Text Only Emails
That’s right, you don’t need fancy graphics or images to get your customers to read your messages. In fact, many readers can find graphic heavy emails too much and spam-y. A simple, text-only quality message will win every time.
2. More Storytelling
This builds on #1, since telling more longform stories suits itself more to a text-only format.
Marketers have known about the power of a good story for years now, and this trend is only increasing as the best email marketing strategies develop over time.
3. Personalize! Personalize! Personalize!
Try sending emails that include the reader’s first name in the second or third paragraph of an email, or information unique to the reader’s account or segmented buyer persona.
Some companies group contacts by personality, while others group contacts by behavior. Personalized content sent to each group that is relevant to their actions, or persona.
This makes the material feel more personal, and tailored more toward each experience.
4. Keep Things Casual
Humor and a sense of playfulness is becoming more common in emails, and these sorts of messages are getting better results.
In fact, you might have even noticed more curse words in some of the emails you’ve been receiving. That’s because in general, the tone and voice of marketing emails is becoming more casual and informal.
If you have doubts about this, try A/B testing a few emails to see which ones produce better results. Most email platforms, like Mailchimp or Constant Contact will allow you to do this as part of your plan.
5. Don’t Forget About The Smartphones, Smartypants!
Mobile responsiveness is no longer a recommendation or a nice to have. It’s flipping MANDATORY.
That means your emails should look good and appear nicely on mobile devices or tablets as well as a desktop computer screen.
Let’s just drop some crazy numbers on you to support this:
- Statista reports that the number of smartphone users worldwide will exceed 2.8 billion by 2020
- Mobile email accounts for 22% to 77% of email opens.
Clearly, this is a must. If you aren’t and don’t do this, then you can kiss engagement goodbye and say hello to increasing unsubscribe rates.
You don’t want that. So get at it!
These are all super simple tactics you can start implementing today to really start slaying your email marketing this year.
Leslie Youngblood is the Creative Director for Excelerate America, the fun, smart service for small businesses. Tell Leslie which one of these top email trends you're going to try first by emailing her at firstname.lastname@example.org.