4 email marketing trends you should be working on

Email marketing Marvil56

Email marketing Rawpixel.com 

Email has been around for quite some time and although its end has been predicted more than once, email is here to stay! It’s quite amazing to think of all the technologies that have been replaced by smaller and more powerful solutions, while email has been transforming and adapting itself to new and improved ways of communication.

 

Emails have come a long way and are no longer limited to text alone. The last years have been particularly demanding in terms of evolution, especially if we consider the advent of mobile.

Share of emails opened per device

Share of emails opened per device Marvil56 

Also, the attention span has been decreasing rapidly in the last 15 years. Although this seems unrelated to email, it is not! In 2000 we only had 12 seconds to trigger the interest of our target. In 2015 that number dropped to 8 seconds, becoming shorter than the average attention span of a goldfish (if you are wondering, the answer is 9 seconds). But marketers are very astute, and they came with some creative solutions to increase the attention span as well as the engagement.

 

The result was to add 3 simple elements to emails:

  • Mobile compatibility, which lead to the concept of “responsiveness”. Responsiveness refers to the adaptation to different displays as well as the optimization for any screen;
  • Personalization, which is more than adding the client's name to their email, is knowing what triggers them and what they are interested in;
  • Great subjects, which can really make or break an email marketing campaign. For instance, personalizing a subject line with the recipient’s name or location can increase open rates by almost 20%.
Email open rates Marvil56

Open rates and subject line personalization Marvil56 

But, at Marvil56, we are not interested in knowing the past of email marketing, we are seeking to understand its future. Therefore, we’ve assembled the four trends that will contribute to the evolution of email marketing.

1. Is interaction the future of all things?

The day of static and boring e-mails are long gone. Slowly the email has shifted from boring plain text sent from one-to-many to a personalized email with movement.

 

Interactivity is the ultimate goodbye to static campaigns; it paves the way for the delivery of enriched emails with which users can interact. This interaction can be as simple as using a carousel inside your email, integrating a poll or a survey or even writing a product review directly into the email. 70% of all email clients support some kind of interactive function. If you aren’t incorporating this concept into your email campaigns, you should! Adding interactive elements to you email marketing campaigns is a great way to create user engagement.

2. Can an emailing campaign have real-time details?

Let’s imagine you’re preparing an email marketing campaign about raincoats, rain boots and umbrellas. You double check it, everything is fine and hit the send button. And then you realize that some products are out of stock. Or even that you’ve included some Australian clients, though it’s summer down there. Live content technologies are here to prevent you from doing this ever again!

 

Email content is no longer something frozen in time. By using this technology, data can be adapted in real-time: device, location, weather conditions, product availability, your website’s data, your CRM, an API, you name it. Let’s take the email marketing campaign about raincoats, rain boots and umbrellas as an example. Having real-time details would allow to show the nearest shop every time you open the email. So, if you open this email in Lisbon you would get a Lisbon shop, whereas if you open it in Geneva, guess what: a Geneva shop would be selected.

Email with real-time details Marvil56

Email with real-time details Marvil56 

You can also use this to share the bestsellers with your clients: every time someone opens your email, live content technologies will be applied to your site and display the bestselling products.

3. GDPR and ePrivacy: are these regulations really keeping our data safe or just making the marketers’ lives harder?

It’s undeniable: a big part of our lives is reflected in our emails. Let’s face it, we all have sensitive information in our mailbox. And this kind of information is priceless! Making sure that our email account is a safe place for us to save personal information is crucial. And that’s why GDPR and ePrivacy Regulation are here to help you and to make the email marketing campaign managers’ lives a bit harder.

 

You might have heard of GDPR, which stands for General Data Protection Regulation. Indeed, we all suffered from the avalanche of compliance emails. The GDPR came into effect in May 2018 and by now a company who is not following the regulation faces up to €20 million, or 4% of its worldwide annual revenue of the prior financial year.

Data privacy with GDPR Marvil56

Data privacy with GDPR Rawpixel.com 

Now that you have a better overview of what GDPR is, or now that your memory has been refreshed, let's take a closer look at ePR.

 

ePR derives from the ePrivacy Directive. Going from a “Directive” to a “Regulation” gives it another status and makes sure that the Regulation is self-executing and becomes legally binding across the EU. ePR focuses specifically on the privacy of individuals as it relates to electronic communications. The Regulation aims to work in conjunction with the GDPR to ensure data is handled with care by organizations and gives individuals more control over their internet data.

 

Another important fact about ePR is that it aims to simplify the use of cookies by requiring internet browsers to give end-users more control over the deployment of cookies on their device(s). If that's the case, then we could see an end to consent banners, as people would be able to set the types of cookies that are deployed when they first set up their browser.

 

ePR was meant to enter into force on May 25th, 2018, the same day as the GDPR. However, the new Regulation has still not been finalised. And this makes impossible for organizations to begin to plan a smooth transition, since the final Regulation text is still unknown and doesn’t have an official deadline. But fear not: we’re here to help. As soon as we have news, we’ll do a blog post specifically on this topic!

4. Blockchain and Artificial Intelligence: a match made in heaven?

First and foremost: are you familiar with both concepts?

 

AI (Artificial intelligence) tries to create intelligent machines. Thanks to this technology, machines will be enabled with problem solving, speech recognition, planning and learning capabilities.

 

Blockchain is a technology that allows digital information to be distributed in a safer way, due to the fact that it doesn’t have a central unit. This technology is used in several industries such as finance, trading and communications.

Blockchain and AI Marvil56

Blockchain and AI Marc Mueller 

But can these two technologies be combined into a greater outcome? Blockchain is perfect for storing data and high-volume data is what AI needs to learn about human processes. Email has 3.7 billion users all over the world, who together send more than 269 billion emails per day. You know what this means right? It’s a source of human interactions for AI.

 

To sum up: if AI is able to collect customer insights available in the emails, it will be able to turn them into automated campaigns, making the ads integrated in them seamless and precisely targeted. Such advertisements can be more efficient and respond better to customer needs. If advertising brings more value, receivers won’t object.

 

And it’s a wrap: this is the Marvil56 selection of email marketing trends that you need to keep an eye on.

And do not be shy, if you have any doubt regarding these trends or if you wish to use them in your campaigns, please reach our digital marketing team at hello@marvil56.com.