▷ 5 Future Trends in Email Marketing

In October, Newsletter2Go, the email marketing program in SaaS mode, celebrated Email month It offers you many free gifts, tips and advice. In the following article, we discuss the future of email. What are the key elements that you should incorporate into your email campaigns? What trends will define email marketing practices tomorrow?

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Here is part of the answer:

1: Mobile marketing will continue to explode

2015 is the year of mobile. In France, smartphone use has doubled in three years, while in Spain, for example, there is 72% of the population uses smartphones. (source: Google Consumer Behavior Index (2015). And your newsletter is far from the exception to the rule because it is 48% of all emails which is now open on mobile (source: Sunflower (2015).

One thing is for sure: in the coming years, this trend is not about to reverse. exactly the contrary. This may sound like a familiar innuendo to some, but it’s worth repeating: If your emails are not responding, you are shooting yourself!

That is why it is absolutely necessary to create your newsletter in a way that perfectly fits all formats. This includes a responsive design, but also requires that you provide an alternative text version of your newsletter, since all platforms and Not all email clients are created equal when it comes to images!

2: Wearable technologies will change the game

Do you find it difficult enough to adapt your newsletters to mobile phones? So imagine how these would look on a smartwatch…

Sure, it can be annoying – another platform to consider – but for any self-respecting marketer, it will soon be impossible to escape. So you can also prepare and turn the appearance of this new technology into an opportunity. what are you expecting?

  • The content should be short. Take the example of the Apple Watch: with a screen that displays 12-20 characters for a subject and a maximum of 35 characters for “above the page” content, it would be necessary to be brief.
  • Plain text will return. Since smartwatches are not at all suitable for displaying a lot of photos, you will have to bet everything on the content!
  • You will have to work on your prior head, since it provides a first glimpse into your email… and risks being the last thing recipients read before deleting the message if they don’t link them. Once again: in front of this small screen, Tolerance will be minimal Recipients are more likely to click Delete more quickly… The pre-header is where you pick up the client!

So: Think Twitter, Think Short, Think Effectively: 30 characters to persuade!

3: Marketing automation will establish its era

one of the Possibilities the most interesting From recent email Automation. In short, the goal of email marketing automation is to create a newsletter that will It is sent automatically to your customers in response to a specific event – eg birthday, purchase or year after registration.

The goal is to always provide personalized content to recipients Relate to a phase of the customer’s journey. Thus, you are sending emails that will not go off topic or be seen as spam.

This is made possible by the many customization tools offered by professional email programs like Newsletter2Go today. Do not deprive yourself of it, it is not a luxury, It is a necessity!

Moreover, personal emails CTR increased by 14% The conversion rate is 10% (Source: Aberdeep Group (2012)).

4: No more simple signup.

This is not the first time it has been said, but at a time when many studies show it 80% of emails sent worldwide are spamIt is clear that tolerance for commercial messages is increasingly limited.

What is a double subscription? Instead of activating the subscription to your newsletter right after your customer registers the form, you send them an email where they still have to confirm their registration. It’s finally safety step Which assures you that your customer He really wants to receive your newsletter.

There is no point in sending your emails to customers who do not wish to receive them. This, many marketers understand. Moreover, it can be said thatEmail marketing has become ‘cleaner’ in recent years…and that’s because marketers have gone to great lengths: cleaning up their contact lists, reining in bulk emails in favor of fewer, more personalized and higher quality emails, adopting an inbound strategy, and letting customers come to them instead of forcing them.

So bet everything on a double signup and make sure your recipients are really interested in the content you offer!

5: Part more thanks to geolocation.

In the same logic of marketing automation and double opt-in, a lot of effort has been made to segment contact lists, and today there are many innovative tools.

One of the most interesting things is geolocation. In fact, some modern email solutions allow you to see where your customers have opened your newsletter.

This information is not unimportant, because the geographical location of your customers can allow you to do so Target your emails better (For example, a proposal proposal related to a regional specialty, or accompanying a local event).

Again, don’t forget: Tomorrow’s recipient hates feeling lost in a crowd, show Tailored offers, Engage in a real dialogue with your customers!

To find out more about Email Submission Month and get 50% off for life on any purchase of Email Credits go to newsletter2go.fr!

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