Email marketing is the most important way for companies to communicate with customers. In the last seven years, there has been a 34% increase in daily marketing emails. Today, companies send over 360 billion marketing emails daily. This number is forecast to reach 400 billion/day in the next three years. Hence, fierce competition exists to stay current in email marketing trends and send engaging emails to customers. Let us examine some of the trends that are expected to shape the next decade.
- Advanced Personalization
Leveraging customer data to create dynamic content based on their preferences and interests in near real-time. For example, customers can access valuable real-time data such as how many units of a particular product are still left before it gets sold out or how many people view a product listing at a given time.
- Interactive emails
Sending accelerated mobile pages (AMP) to create engaging emails. For example, customers can view interactive elements such as clickable menus, polls, surveys, etc.
- Enhanced data privacy
As omnichannel marketing advances, data privacy rules are getting stricter to ensure transparent and secure customer data handling. Privacy laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are already being applied with more regulations on the way. Hence, enhanced data privacy will be one of the most critical trends in email marketing.
- Increased role of Artificial Intelligence (AI)
Currently, we utilize AI to predict subject lines or decide the best time to send emails for an optimum open rate (Send Time Optimization.) However, in the future, AI is forecast to be employed for customer journey mapping, predictive analytics, better SPAM detection, and content generation.
- Behavioral segmentation
Categorizing and segmenting subscribers based on their behavior, actions, and engagement to send them more relevant emails. For example, it’s better to send separate emails to customers who have purchased recently vs. those who haven’t. Customers who have purchased recently can be encouraged to upsell, and those who haven’t can be offered a discount coupon to make their first transaction.
Hillside is up-to-speed with these developments, and we have implemented many advanced email marketing use cases for our clients. To learn more, contact us at info@thehillsidegroup.com or our website.