Email Marketing in 2020
Email marketing in 2020 is something that for many years was discussed as a dying trend, but still, it lives, and it has even more to give than before. The challenge here is that the hard sales messages are directly sent to spam and remain never open. In March 2019, spam messages accounted for 56% of global email traffic. The trick here is to create campaigns so interesting and appealing that your customers will want to receive your email and will open it. Times have changed, and so have email marketing trends – and as such, you need to know what works and what doesn’t. We are here to help you with this. Let’s see what are the email marketing trends for this year.
1. Truly connect with your audience
In the modern consumer-orientated world, you need to create email marketing messages that truly connect with each recipient’s interest. You can do this by dividing your list into groups targeted by behaviour and profile. The benefits of this segmentation are numerous – increased open rates, lower unsubscribe rates and more traffic and engagement with the content.
2. Grab the attention and keep them interested
Today you deal with multitaskers with an attention span of 4 to 6 seconds. Your users will watch a video, scroll through their newsfeed while checking emails. Therefore, you have to get more creative than ever. You need to catch their eye and hold it until you deliver the message. Use witty headlines, the sense of urgency, the FOMO effect, etc. Humour is also always a valid way. Good news is will deal with people used to checking their emails and receive offers and information.
3. Have a clear call-to-action
Congratulations, you managed to steal the attention; your email was opened and now comes your message. Make it clear, to the point, with a simple call-to-action. What do you want from your readers – to visit your website, to check your new offer, to subscribe to your channel, to make a purchase? Lead them to these goals with an effective CTA. For example, changе “Find your solution” to “Learn More” and “Subscribe & Save” instead of “View Subscription Options”. This will increase your click-through rate and make your campaign more successful.
4. Think mobile
It won’t be a surprise if we tell you that most of your emails will be open on mobile devices. Go for minimalistic, mobile-friendly, short messages and place the CTA spot early on. It’s worth checking that your emails are providing a suitable user experience across all devices because your users will not appreciate it if they can read your message on a phone, because they expect it, but they will skip it if it’s not optimized. With all this said, a bonus tip that we want to share will be – Less id more in email copy and design. With the shift towards mobile usability and readability, concise copy and clear design are now paramount.
In 2020 build an inspired marketing strategy, using our tricks and tips. Check the other articles in our blog for ideas and some expert advice. Give us a call if you have a project that we can bring to the next level and help your business grow.