There always seems to be constant argument about whether email marketing is dead or not. Some years it’s dying, others it’s thriving, what are you meant to believe?
In terms of numbers, the statistics prove that email marketing is still confidently being used today and will definitely still be used in years to come. With well over a million emails being sent a day, meaning well over a trillion every year, this number keeps on increasing.
That doesn’t mean email marketing has always been the same though; it is still evolving and changing. It can be one of the best ways to both attract and train customers but, essentially, email marketing is only dead if you can’t make it work for you.
What Are the Benefits of Email Marketing?
There are many reasons why email marketing is just as popular today as it was 20 years ago.
If you want to stay relevant to your customers, email marketing is one of the best methods.
It has the ability to evolve alongside technology, adapting and adjusting to new digital trends, therefore remaining powerful.
High Engagement Rate
Emails have proven to have a higher engagement rate compared to social media platforms and other marketing techniques.
This is not only because the majority of people regularly check their emails every day, but also because they are sent to specifically targeted people. If people sign up to your email updates, it is more than likely they want to read them.
One of the most popular internet activities is checking emails. Although social media is also a common reason to go online, checking your inbox is still the top motive.
It is strong competition against other online activities because it has the ability break through many barriers, whether that’s cultural, generation or class.
Email Marketing Trends 2020
With these benefits in mind, let’s take a look at the trends that are set to take 2020 by storm.
Although personalisation has been a trend for a while now, it is still proving to be popular and effective with consumers.
Just by switching from mass, generic messages to a more personalised approach, you will see the difference.
This way, you can build a stronger relationship with recipients, gaining loyal customers and yielding a higher conversion rate.
User-Generated Content (UGC)
By encouraging and incentivising the recipient to contribute user-generated content via email marketing, you can improve your conversion.
This includes any form of content such as images, audio and text; good feedback and reviews are always beneficial.
By gaining this through email marketing, you can utilise it across other channels to your advantage.
Along with the rise of smart technology comes the increasing trend of accessibility. Email marketing also needs to showcase accessibility through its content, design and code.
Your copy and content need to be concise, limiting jargon, long sentences and difficult terminology. This is so smart speakers and voice assistants can easily read your email aloud without losing the recipients interest.
No more all-image email templates, you should only design your email using real text HTML. Ensure your design is more accessible yet still eye-catching with a strong visual hierarchy, high contrasting colours and appropriate font sizes and line spacing.
Accessible code is also a necessity because every step leads to remarkable improvement for every reader. Always use alt. text for every image, specify a language in the HTML and make sure that your HTML tables are accessible for every device.
Future of Email Marketing 2020
The future of email marketing is solid, even if it is constantly changing. Just make sure you stay on top of the trends to make this technique work for your strategy.
Email marketing will always be relevant, are you using it for your business? Our digital marketing team can help you with your campaigns, yielding the best results for you.