With the latest political measures, the subscriber lists were reduced, but the confidence of the audience increased, faced with challenges arising from pursuing their loyalty.
Given the complex business and commercial landscape in which we operate today, primitive marketing techniques such as email marketing are considered obsolete by many authoritative voices. The strategies structured around this tool seem to be of little use to companies, despite the fact that the digital channel continues to be the one that generates the highest return on investment.
As they try to explain from Acrelia, an email marketing platform, each euro invested in this channel and in said medium contributes 39 euros of average return, which shows that the future of this methodology can be promising.
This last year, the entire sector ended up suffering the last consequences derived from the European Data Protection Regulation (RGPD / GDPR). Its entry into force, back in 2018, meant a decrease in the size of subscriber lists, coupled with a significant improvement in their quality.
This obligation to collect data in a more transparent way has allowed audience confidence to increase, as subscribers have become more aware of the use made of their data. Ultimately, all of this has resulted in better delivery, open and click rates.
On the other hand, 2019 also allowed us to start seeing new technologies that will pose a great challenge for the marketing industry, and that will be very present in the immediate future. We are talking about voice assistants, and Google’s “Accelerated Mobile Pages”. In both cases, we are before tools that imply a change in the way of designing and coding emailing, as well as in the way of measuring user interactions.
Taking this context into account, from Acrelia they have thought it appropriate to point out what trends will predominate in 2020, what currents the world of email marketing will follow during the next 12 months, and they have listed a series of aspects to assess for the new year.
1. Now is the time to think [seriously] about mobile devices
The importance of mobile devices lies in 53% of the total traffic they register in navigation. Every day more people access the internet through their smartphone, forcing the creation of “responsive” campaigns adapted to content and design.
However, there is still a substantial difference between mobile browsing and buying and selling from the mobile, since 56% continue to japan business email list buy from their pc or laptop. Even so, purchases in this area grow 23% annually, so in 2020 it will be necessary to create strategies specifically aimed at mobile users.
It will be important to keep an eye on the progress of Google’s Accelerated Mobile Pages (AMP) project. Supposedly, this system allows you to create interactive and updated messages in real time, which opens up a wide range of possibilities, such as confirming attendance at events, completing questionnaires, interacting with image carousels, viewing product prices in real time, etc.
This concept will begin to make its presence known in mailing shipments this year, with the aim of fostering user interaction and accelerating conversions. At the same time, it will allow adding certain interactivity, incorporating, for example, the mechanics of games, either by offering the user incentives such as discounts or special promotions, or by promoting web browsing, as well as responding to surveys and questionnaires.
4. Personalization with dynamic content
Not only are brands looking to get more and more loyal users, but users themselves are looking for a personal relationship with brands. Therefore, marketing departments have to work with an infinity of data, segmented according to users, and designing specific campaigns for each segment.
For this 2020, the safe bet will be emails with dynamic content, such as newsletters that vary depending on the recipient and the information we have about it. This strategy also allows metrics to improve considerably, especially the open ratio (29%), CTR (14%) and conversions (10%).
5. Images that convert
Graphic resources are a powerful tool that allows you to communicate in a really effective way, in addition to increasing user interaction and facilitating the purchase decision process, creating trust in users. In this way, the bet will be aimed at personalized creatives, through illustrations without going any further. Animations in APNG format are also a good resource, as are 3D animated images.
6. Design and minimalist copy
It is clear that recipients have less and less time to consume the information they receive, so their attention span is reduced. In this situation, the trend for they will have a Buy Leads first impression of you or your company. 2020 is to design minimalist emails, as long as they encourage the increase in the use of smartphones. They must be concise, clean, easy to read, eye-catching, and monochrome to be effective and efficient.