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The Strategies To Implement In Email Marketing In 2019

The email marketing is dead, is not it? But no, of course not! But the time when it was sufficient to send a promotional email to its complete mailing list to see the sales flow definitely draws to a close.

As a resolution for your business in 2019, I recommend you put this tactic in the rearview mirror and modify your email marketing strategies. As Websoft-International Marketing Manager, it's my job to monitor email marketing trends and the feedback we receive from our users and to share some of my predictions with you. Here are, in my observation, the most significant trends in email marketing in 2019.

Set To Segmentation!

If you add subscribers to your email list in an ethical way, your database will be filled with fans from your organization. In many ways, these people have previously "joined" your company and want to hear from you. You've given them, at least at one point, value, a reason to subscribe.

By 2019, you should continue to develop this personal relationship through segmentation. For example, you can segment your list based on the interests of your customers and the types of content your subscribers have historically interacted with. Segmentation allows you to modify your emails to the needs of your diverse types of customers. You will spend a little more time creating your emails, but they will be more effective!

A successful segmentation can allow you to arrive at very exciting results:

  • Get better open and click rates
  • Build an enriched relationship between your brand and your customers
  • Offer more relevant content, offers and improve your conversion rate

If you find that the segmentation seems to be complicated and requires a lot of work, I understand you. But do not be intimidated by the magnitude of the task. You can simply start with a segmentation criterion and two versions of an email. You will then be able to see if your results are improving.

To find ideas of segmentation criteria, I recommend you to consult this article which proposes you eight!

THE VIDEO WILL CONTINUE TO GROW

By 2019, the use of video in email marketing campaigns will continue to grow in importance. As can be seen on social networks and the web in general, people like to consume video content.

Did you know that it is possible to integrate a video directly into an email? Yes, yes, I'm talking about a video that plays directly in an email, not a simple image with a link to YouTube or an animated GIF.

Unfortunately, many email programs (such as Outlook or Gmail) are late and do not support the use of video in emails. It is therefore necessary to make sure to foresee the blow and to have a "fallback" which will be displayed in the case where the video cannot be seen. But I think that in 2019, we can expect this feature to be more and more supported and by the same token, see more and more email containing videos. If you have video content to share with your subscribers, why not try it?

Emails Will Turn Into More And More Interactive

Email marketing is constantly evolving. The new trend is to include interactive elements in emails. We are talking here about things like menus, image carousels, accordions, forms, research bars, counting, and so on. These are the elements that people are used to interacting with on websites and mobile apps. So why not now include these elements directly in emails?

Allowing your subscribers to click in an email and discover additional content eliminates a step by not forcing them to leave their inbox to visit a website or application. Moreover, as the vast majority of e-mails are still static, this is a great opportunity to stand out!

However, just like with video integration, interactivity in emails requires the use of HTML5. And unfortunately, this one is not supported by any email software. Some of your subscribers will not be able to experience this interactivity. That said, as I mentioned above, I think email software (Outlook, Gmail, etc.) will gradually adjust. The future of email depends on it!

Automation Is Good, But Not At All Costs

E-mail automation is well-liked, and it isn't surprising, as this plan of action will help you communicate higher and save time. For example, automated e-mail is a fantastic way to start a relationship with a new client by welcoming them and sharing vital data. Websoft-International users like automation with automated marketing scenarios!

But something that can be automated should not essentially be automated. There is a tendency that I observe and which I dislike greatly. This is the automation of solicitation emails. I'm talking about "cold" approach emails that are sent to someone who does not know the sender and who are made to look like an email sent manually to someone. You can see here an example of software that offers this feature. I think people are still able to tell the difference between an email sent by a human and another sent by a machine. Personally, this practice leaves me with a bitter taste. Not to mention that it probably contravenes Canada's anti-spam legislation .

Of course, if you're sending out "cold" e-mails, do it strategically by choosing your "targets" and sending your e-mails manually from your inbox. Automation works great for communicating with people who know your organization and to whom you have consented.

Invest in your content strategy to attract prospects interested in what you offer and, over time, develop that relationship. Not only will your subscribers get to know your business, they will eagerly await your emails and trust your opinion.

Whatever you decide to do in 2019, do not forget that another person is receiving your emails. After all, effective marketing always relies on true human interactions.

Good Achievement!

Last update: February 10, 2019
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