Email marketing is changing and 2022 will be a year of big changes! Consumers expect more from email and with the development of AI we believe email can stand out more than before. Three areas that companies should focus heavily on in email marketing this year are interactive email, personalization, and mobile optimization.
1. Design actionable and interactive content
The mailable microsite was already on the rise in 2015 when it became the first interactive email of its kind.
These new formats got out of hand and it was the first time that email had become interactive, so users could respond directly to the email without leaving it. With the advent of mailable microsites, the email person brands can create the following types of email:
- Sign up form
- Live content
The results of this type of email were positive, with higher click-through rates and conversion rates. Not only were it great results, but it revolutionized emailing itself. Subscribers can now do more in their inbox, such as: B. Watch video, watch live content, and pay, and this new format is expected to take over traditional, older formats.
Accelerated Mobile Page (AMP) in Gmail is the successor to Mailable Microsites. The idea behind AMP was relaunched this year and is to build faster mobile sites, and AMP stories have risen like a storm. Its pop-up and overwhelming format got audiences excited about the future of storytelling.
With AMP in Gmail, we can expect similar functionality. For now, Google has been saying that AMP in Gmail will allow information to stay up to date. More importantly, the new format like Mailable Microsites will keep you sticking to your inbox by making email more engaging, actionable, and interactive!
In the example above, we see how users can complete tasks right in the email without having to go to another landing page. The goal of AMP in Email is to enable users to initiate actions like “sending an RSVP to an event, making an appointment, or filling out a questionnaire right from the email”.
We expect great results with emails in interactive format as customers can stay on email and complete tasks, and this helps bridge the gap between customers taking action on the website and customers taking action via a link to the website run, close. Now customers can easily go to both the online website and email address to complete the same tasks. We therefore strongly recommend increasing the interactivity of your email marketing as we believe there will be a lot more conversions.
2. Make it personal – address your customer’s needs!
The latest research has shown that people now expect more from email than the usual abandoned cart or product listing emails. What consumers really want is personalized emails that can recommend products of their taste. Marketers are expected to make recommendations, such as: B. Songs and playlists like Spotify.
With the help of AI / machine learning, we can assume that such emails are possible and it is important that marketers in the future use more personalized email to meet customer expectations. AI can help personalize subject lines as well as images.
The segmentation of email lists can also go a long way in boosting your email marketing a bit. According to a study by Campaign Monitor, marketers have seen a 760% increase in sales from segmented campaigns.
Segmentation means dividing your email contacts into groups with similar backgrounds or interests. For example, to start with, you can group contacts by location, gender, age, job title, or purchase history. You could create even more individual lists, such as “men who love winter jackets in summer” or “female VIP customers”.
In this way, you can design emails accordingly, strengthen your click and open rates and optimize your results.
3. Mobile-friendly in a mobile-first society
Mobile traffic is booming these days and we believe it is time to adopt a mobile-friendly design in a mobile-first society. With more time being spent on mobile devices than desktops, 73% of email marketers prioritize optimizing email for mobile devices, according to Econsultancy.
So what can you do to optimize your email for mobile devices? Reducing the length and size of email files is one of the first steps in optimization. To further optimize email, we believe shorter email subject lines and super-relevant, bite-sized content will represent big strides for email campaigns in 2020.
Key statistics have shown that the way forward is to take a mobile-first approach. The results showed that the opening rate on mobile devices is higher and that it is steadily increasing. In 2019, 54% of all email was opened on mobile devices, while only 27% was opened in webmail and 19% was opened on the desktop. Most importantly, the number of mobile users has already surpassed that of desktop computers, and this reaffirms that the mobile phone is now the number one source of online traffic.
Given the expected continued growth in mobile traffic, we believe this is an important area that a brand in email marketing needs to focus on and make small changes to refine their emails to get the best results possible to achieve.
What do you think is the most important factor in email marketing? Let us know your ideas in the comments section below!