When it comes to digital marketing, one facet that is always a mystery to “master” is the art of email marketing. Finding out a formula where you are sending enough emails, but not too many, that will entice readers to open them rather than ignore them is tough. Each year as technology advance we get more ways to helps us get the open rate we so crave. A recent report from eMarketer reveals three trends that will shape how email marketing is done in 2020. These trends are all practices marketers should try if they are trying to increase the open rate of their branded emails.
3 Trends To Shape Email Marketing in 2020
While personalization has already been identified as a major trend across marketing in general, it can really help in the realm of email marketing. Most newsletters and branded emails from companies are usually made for the general population, so they don’t feel special to the reader. This is why most newsletters are often ignored or if these newsletters come to often then users will opt-out of getting any further email from that brand or company. You can personalize emails by including codes in your email to auto-fill with the recipient’s name. An email directed to the user will entice them to open over a general newsletter. In addition, you can also start segmenting your contact list into different segments based on consumer trends. If you are an e-commerce brand, you can see which customers have similar trends then send newsletters on items based on these interests. You can craft specific emails that not only capture the reader’s interest but these emails can also be personalized to each person in that segment. Look into your software to see the personalization options you have at your disposal and use them to your advantage.
Consumer Privacy Regulation
As we all know, the user’s personal information and privacy were big topics in 2018 and continues to be a topic of discussion with marketing to this day. The big data breach with Facebook and other larger companies on the web has led to the General Data Protection Regulation and the California Consumer Privacy Act. With privacy being a big issue with consumers, the personalization you are looking to add to your emails could be limited. Your best bet is to make sure the contact on your list opt-in to getting newsletters as this is a form of consent. Then you can start to sprinkle customization into their emails by first starting by adding their name to the emails and work from there.
It is common knowledge that the biggest downside to email marketing for companies is that users get turned off or unsubscribe when they get too many emails filling up their inbox. In the eMarketer report, consumers have said they want more control over the frequency of the emails they receive. This is a big indicator that there may be too many going out to users. Per that report, only 10% of retailers are meeting that consumer expectation. With this information in mind, for email marketing in 2020, sending fewer emails than previous years is a good start. This is where the segments mentioned earlier comes in handy. With segmented email lists, you can send fewer emails to specific groups but since these emails will have content geared toward these segments, they will have a much higher open rate.