Email Marketing Trends to Follow for 2020
For the past month, our Head of Strategic Research, Chad White, has been posting an Email Marketing Trends blog series where he discusses various email-marketing technologies marketers should be investing in based on an adoption-impact matrix. Below are just some of the many technologies that Chad talks about to give you a brief understanding.
Unproven Opportunities: Low Adoption, Low Impact
AMP for Email – AMP for Email is Google’s solution to creating dynamic emails. Dynamic emails can include web elements such as live forms, carousels, and hamburger menus. Likely, the greatest feature of AMP for email is the ability to add live content that is updated the instant the email is opened instead of when it is originally sent. However low adoption is due to the fact that marketers are unsure if the resources and time it takes for them to learn a whole new coding language.
Brand Indicators for Message Identification – BIMI allows marketers to display their company logo beside their name in the customer’s inbox. The logo brings attention to the viewer’s eyes and it has shown to increase open-rates, as they stand out from company’s that do not use BIMI within their emails. Currently only Yahoo Mail supports BIMI with only talks of Outlook and Apple adding the feature in the future.
Competitive Differentiators: Low Adoption, High Impact
Personalized Landing Pages – It is said that it takes about 7 seconds to form a first impression. If a customer is not drawn in immediately to what they see, they will lose interest and you could lose a prospective client. This is why landing pages are critical in turning prospects into customers. Oracle Maxymiser can help with this by delivering a personalized experience through data and in-session activity.
Multivariate Email Testing – Though A/B testing is an effective tool at determining which elements contribute to higher interaction rates, it has its limitations. Multivariate testing eliminates these limits by allowing marketers to compare multiple elements at once. Though it can save marketers lots of time, it does also require a lot more data and resources, which is why smaller companies tend to stick with A/B testing.
Proven Essentials: High Adoption, High Impact
Email Personalization – Similar to personalized landing pages, email personalization is key in maintaining a healthy relationship with your customers. Gone are the days of batch-and-blast and in are the days of creating the right content, for the right people, at the right time.
Automated or Triggered Emails – To help with email personalization and delivering content to customers at the right time, triggered emails are a powerful tool. By using AI and analytics, you can send emails during times when your clients will be most likely to see and open them. This improves the customer experience and should be a staple in your email practices.
To learn about all of the other technologies Chad talks about (there's a lot), check out his blog series posts!