Companies are always looking for a way to get the most bang for their buck when developing a marketing campaign. Many businesses look for ways to make a campaign go viral, getting massive exposure for a small investment. While on paper this is a smart investment, in reality, there are thousands of attempts for viral fame with only a handful of successes.
If you want a marketing campaign that provides value, you should look at what you’re already doing. Almost every company emails their customers. Why not use this line of communication to improve customer engagement?
Email marketing provides companies with 30 times ROI on average. That means that if you spend $1,000, you should expect $30,000 back from the campaign. To improve the odds that you’ll see this type of result, here are five email marketing trends to take advantage of in 2019.
2019 Email Marketing Trends
Segmentation and Targeting
You never want to take actions that don’t produce results. Sending out emails that aren’t opened is a wasted action.
By now, everyone knows that they should have a catchy subject line and personalize their emails. The problem is that customers have become accustomed to this and recognize click-bait when they see it. Why send emails to these customers if they’re never going to open them?
Using segmentation, you can see who opens your emails, who takes action, and who lets them sit in their inbox. You’ll then know who to target and who to take off your next mailing list.
“Email marketing provides companies with 30 times ROI on average.”
If a customer opens up your emails and takes action, focus on them. They’ll give the best ROI for your marketing campaign. This doesn’t mean that you start spamming them, though. You’ll want to find out what they do after they open your mail.
If a customer tends to take advantage of certain offers, make sure that’s what they receive. An SEO company sending out marketing emails shouldn’t waste time pushing a backlink service to someone that only orders content.
For customers that open emails but never take actions, look at what you’re sending them. Do your emails contain a specific and actionable call-to-action (CTA)? For the most part, customers want to know two things: what you want them to do and how it benefits them.
If your emails don’t explain these two things, they will fail to get the results you’re looking for.
For the customers that take certain actions, make sure they receive those emails. For ones that open emails up and never take action, try a new approach with your call-to-action and the services you offer them. If a customer hasn’t opened up an email from you in three months, it’s time to move on.
Tell A Story That Relates To Your Customers
In 2019, it’s imperative that you start viewing emails as a new form of content. You should spend as much time on your email campaigns as you do filling out your blog.
Each email you send should consist of a catchy hook, conversational body, and a CTA that lets your customer know what to do next.
Use the body of your email to talk directly to your customer. Instead of following the standard content methods, take a more informal approach. Use your emails to push customer stories and case studies.
Let’s say that your company works with companies to build and manage their web presence. Don’t tell the recipient of your email that you can improve their website metrics by x amount. They’ve heard this a thousand times, and there’s a good possibility they’ve used companies before that promised them the world and didn’t deliver. Instead, give them a real-life example that they can relate to.
Tell them about a company that you’ve worked with before. Use case studies to improve your credibility and establish your expertise in the field. Give them graphics that show their website’s metrics before and after they hired you. Then, let them know that you can deliver similar results for them. This tactic establishes expertise and lets the recipient know that you’ve helped someone like them.
Respect Your Customer’s Boundaries
According to a recent survey, 75% of consumers say that personalized brand experiences are “somewhat” creepy. Out of these people, 22% say that they look for brands that don’t creep them out.
Who can blame them? Humans evolved a natural fear of ‘the other’ over 400,000 years ago. While we’ve moved past the idea that anyone outside of our immediate tribe is a threat, robots represent something new. Combined with the constant predictions from some in the tech industry (we’re looking at you, Elon) that AI could threaten humanity in the future, it’s no wonder people feel concerned.
Studies also show, however, that people look past personalization if they understand what’s behind certain processes. If you tell someone ‘we’re recommending this product because you’ve ordered similar things in the past’ they don’t feel creeped out.
In 2019, many brands will begin to take this approach. Instead of sending out blanket recommendation emails, let your customers know why you’re doing so. If someone ordered a service from you, send them services that pair with what they received. Let them know if something they’ve ordered before goes on sale.
Make sure you let them know that it’s due to their order history though, or they might feel as if you’re spying on them. When sending out an email, start with a phrase similar to these:
- “Due to your recent order, here are some products that you may find helpful.”
- “Thank you for your order! Here are some other services that customers with similar orders found useful.”
- “Hello [customer name]! You recently ordered SEO services from us. Did you know that a similar service is now on sale?”
This stops your customers from labeling you as a dystopian ‘big brother’.
Create Mobile Responsive Emails
According to the Pew Research Center, 88% of Americans check their email on their phone at least once a week. If your emails aren’t optimized for mobile viewing, customers might ignore them. A worse outcome is if they open them on their mobile device, can’t read them, and then forget about them after they turn their phone off. This skews your data and makes segmentation difficult.
“88% of Americans check their email on their phone at least once a week.”
Make sure customers are able to read your emails on their mobile devices by implementing the following tips:
- Reduce the size of image files. Large images slow down the email and sometimes stops it from opening. Recipients don’t want to wait for an email to open; they’ll wait for a few seconds before closing it out.
- Increase the size of links and buttons in your CTA. Customers can’t click what they can’t see.
- Create or invest in a grid style mobile template. This makes it easy for people to view your email in a structured way.
Use Transactional Messages To Drive Engagement
Transactional messages have some of the highest open rates because of their urgency. These emails are things such as welcome emails and order confirmations.
You can use these emails to drive engagement with your company. Instead of sending bland emails without much value other than their purpose, start adding actionable items.
If you send emails to welcome new customers or people that sign up for a mailing list, give them a discount on their next order to push them through your sales funnel. You can also give them a discount for providing other email addresses for people that could use your service.
For emails sent to those that had a negative experience, give them a discount as a way to make amends.
Your emails should also ask customers for their feedback so that you know what your company needs to work on. These small steps provide your customers with value and increase the odds that people will see your offers.
Get the Best ROI from Your Next Email Marketing Campaign
We’ve helped clients across multiple industries improve their marketing campaigns. No matter what your goals are, we can help you achieve them using the latest email marketing trends.
Let us research, build, and launch a campaign that brings you more customers and strengthens your brand’s position in the marketplace. Get in touch with us today for a free consultation to discuss the ways we can help you grow!