Future of E-mail Marketing 2018
E-mail marketing is the practice of direct marketing that involves sending commercial messages to customers or prospective customers. The messages are mostly sent en masses to many people. There are many other ways of business promotion, but e-mail marketing is becoming popular because of the following benefits:
- 66 % of people have purchased products or services through viewing brand e-mail.
- About a third of customers have a preference of e-mail brand messages over any other form of communication.
- The return delivered as a result of sending brand e-mails is 4300 %. For every dollar spent, the business earns 43 dollars more.
Business success often relies on connecting with prospective customers and motivating them to make purchases. E-mail is one of the best ways to track leads, convert leads to prospective buyers, buyers to consistent clients.
It enables you to connect with people, build trust, prove your worth, and later convince people to make a commitment to purchase when they are ready to do so. The following are some of the ways in which email marketing helps to achieve this.
Raising awareness about brands:
People love sharing valuable information with each other. Businesses could exploit this in form of e-mail marketing. When e-mails about important products or services are sent, the messages could be tailored in such a way that there is a share button to social media and to other mail recipients.
This way, when people know that certain information could be useful to people they know, they share this information with them. This increases the audience for particular brand messages. People buy from people mostly, and not businesses. This is one of the ways that businesses exploit e-mail marketing.
Boosting sales through product promotion:
Apart from sharing brand information frequently, e-mails can be used for promoting services or products. 98 % of people frequently check their e-mails within a day. Businesses could exploit this fact by sending e-mails about products and services that have been recently rolled out.
Some of the best ways to captivate audience is through offering discounts with a sense of urgency. For instance, telling people that there are limited offers left on certain products, and that significant discounts will be given if the purchase is done within a limited period of time.
Establishing loyalty of customers:
Other than reaching out to customers to promote brands via e-mail, businesses could create brand loyalty through sharing customer reviews. However, companies should get approval from users before posting their reviews on brands. Others get to see what the customers feel about certain products and services and make it easier for them to make purchases. This also creates brand confidence.
Increasing website traffic through sharing content:
While sending regular e-mails to customers, you can also share links to your website for more comprehensive and informative content. E-mail is a good avenue for attracting subscribers to constantly visit your website.
You can make this a success by creating new, interesting, valuable and relevant content concerning your products and services. This always ensures that you get frequent traffic to your website.
Growing your audience:
Even without a website, you can increase your audience through e-mail marketing. One of the ways to get customer e-mails is by requesting your customers to add their emails on a book full of mailing lists at receptions and business events.
Rapports can be built at social gatherings and conferences to pitch sales. Another way is by offering an online form in websites and blogs to let your subscribers fill in their information and contact through e-mail. Information on brands can then be sent to these e-mails.
Turning site visitors into customers:
On your website, you can turn the hundreds of visitors into customers. What you need to do is offer an option for your visitors to sign up. Here, they get to submit their e-mail addresses and these can be used to interact with prospective buyers.
These relationships can be nurtured in such a way that subscribers become loyal and later buy from you instead of a competitor when they are ready.
E-mail marketing as an avenue to increase customer base and cement customer relationships has been evolving over the years. In 2018, there are trends to watch out for that will be major game changers for direct marketing. Some of these trends to follow are:
Customization of e-mails
In 2018, e-mails will no longer be general and sent in bulk. It is expected that the messages sent will be on a one-to-one basis. There is a sense that each e-mail sent would be tailor made for specific people. Each person would feel that the message was specifically meant for them.
Such messages have the effect of influencing subscribers to buy. Companies will employ the use of machine learning and AI to track customer behaviour and spending patterns. This information will help to segment the market and send e-mails in differentiated groups to respective recipients.
More clear messages:
Message recipients expect messages to be clear and concise, without generalities. Businesses will be making more effort to ensure that messages are specific, communicating the intended information to customers.
This way customers know what is expected of them and it helps to speed the decision-making process of customers.
More interactive e-mail:
Marketers will be making inroads into new technology trends. E-mails are expected to be more interactive in 2018, with customers having the option of making purchases within the inbox without necessarily visiting the websites. Also, there will be options for customisation of products within the inbox. This will help improve the experience of the customer and increase purchases.
Better and more engaging transactional e-mails:
E-mails should have some form of marketing so long as GDPR (General Data Protection Regulations) is kept into account. This has the effect of appealing to the most engaged of customers and increases transactions through e-mail. In 2018, expect more companies to send e-mails with lots of marketing.
Deliverability and e-mail testing will be further addressed:
Deliverability is a crucial subject when it comes to e-mail marketing. Businesses need to ensure that opening of e-mails is done in the correct manner and delivered to the correct folder.
In 2018, there will be a surge in the adoption of authentication due to the emergence of BIMI (Brand Indicators for Message Identification) standard.
Push for designs that are more mobile friendly:
People are spending more time on their phones and tablets than in other forms of electronics. A large proportion of e-mails are opened via smartphones and tablets. There is a need for businesses to make their e-mail messages more mobile friendly.
According to e-consultancy, 73 % of marketing companies were looking to optimise their messaging services for mobile phones.
E-mails that sound more conversational:
Apart from customisation of e-mail messages, companies in 2018 will be looking to make one on one interaction via e-mail. The messaging threads will look more conversational, with the marketers asking questions and letting the recipients give feedback.
The recipients could in turn ask any questions regarding products and services. This personal engagement has a more likelihood of making successful sales pitch than other forms of e-mail interaction.
Personal data privacy:
In May of 2018, changes in General Data Protection Regulations (GDPR) will be enforced. This move is going to be disruptive and may lead to termination of third party e-mail data. Marketing strategies in 2018 are therefore going to change significantly.
Increase in predictive marketing trends:
More marketers in 2018 will be adopting AI and machine learning in predicting customer lifetime value (CLV), both group and individual. Decisions made by companies will be more data driven to help lead to revenue increase.
The following are the most likely insights to be gained with predictive CLV: subscribers and their attributes that are more profitable within a specific time frame, acquisition types that will earn the highest return on investment (ROI), and attributes of the customer that are more likely to lead to increased lifetime value.
There is a high likelihood that the marketing sector is heading towards a realm of paid e-mails. Protocols for paid e-mails will sift through the e-mails and improve their quality if they make it into your inbox. There will, therefore, be less junk mail in your inbox.
The developing trends for e-mail marketing in 2018 are most likely going to affect how e-mail marketing has been functioning for the coming years. It is evident that this form of marketing is beneficial to both the businesses and the customers.
Therefore, companies need to make preparations for major changes, and put in place plans to adopt the new trends. This will ensure that businesses make more revenue through improved e-mail marketing practices.