You’ll know by now that Team PG love a stat – and the bigger the numbers the better. So here goes…
By 2023, there will be an estimated 4.3 billion global email users, according to Statista. That’s a lot of users. It won’t surprise you then, that with that number of users, email continues to rank as the most effective method for companies to communicate with their customers. As marketeers it has to form a significant part of your marketing strategy.
However, today’s consumers are becoming more particular about the type of email they will engage with. The marketplace is crowded and only those emails that are crafted with precision and research are the ones that are more likely to lead to a positive outcome for brands.
There are huge technological advances coming our way – from automation to advances in the Internet of Things. So how can you ensure that you get the best out of your email marketing and stay ahead of the curve?
Many businesses aren’t capitalising on email’s full potential or the insights and technologies that are readily available through many email software programmes. However, they are fundamental in delivering the most effective, relevant and impactful communication.
Since most users tend to look at promotional emails in the same light as spam, future email marketing campaigns should aim to be more personalized. It’s also a fine line between too much promotion resulting in increased unsubscribes but not enough and people forget about your business and/or brand.
Mobile device vs desktop
How people now access the internet has changed dramatically. What started as browsing on your desktop has developed to the majority of emails being read on a mobile device. Mobile email clients now dominate the list of top platforms for reading emails, with according to Litmus Email Client Market Share data. That’s not even including email being viewed on wearables such as the Apple watch.
Email marketing methods that make the message work more like a website and are easily accessible on mobile devices will become the norm.
Therefore, the design of any email campaign needs to instantly engage the customer.
Marketeers want results. You want to track the success of a campaign, one that you have created and worked hard on – building a personalised 1-to-1 message. Creating a picture of each individual customer will drive loyalty. Customers will see that you have taken the time to understand them rather than using a broad-brush approach and in turn this will increase loyalty and engagement. However, privacy laws are more and more apparent and there’s a chance that customers can and will, exercise the right to opt-out of tracking, click through behaviour and other data.
This will put the onus on marketers to explain to customers why sharing data back to brands will result in better subscribers’ experiences.
Rise of the machines?
The Internet of Things (IoT). Well, it’s amazing but also a bit scary. We will soon see the day when you run out of milk, your smart fridge will email your supermarket app, adding milk to the shopping list. And when you go to the supermarket, the receipt will be emailed to your financial software app. Whaattt?! All machine-to-machine email messaging, potentially creating trillions of messages a day. This email evolution will have a huge impact on our day to day lives and companies who do it well will reap the rewards.
Small is beautiful
As we mentioned earlier 55% of emails are opened on mobile devices. The effect of this on email design has been profound. Copy will have to be shorter, snappier and instantly engaging. Add to this a call to action and you’re done! Short and sweet really but will they be effective? Consider what happens when people start to read their emails on smart watches and smart fridges. It’ll be a one-liner. On one hand it saves time but on the other, it had better be effective for customers to read and engage with it.
Ultimately, marketeers need to approach email with a flexible attitude and be prepared to experiment. Email will continue to evolve and embracing these changes is key to a successful email campaign.
If you would like to talk to us about your next email campaign, please do get in touch. We’d love to hear from you.