Email, the evolutionary beast
Okay, it’s the end of 2019 and we’re heading into 2020 (what!?). I know you may think that the old ‘e-mail’ has been dead for some time and only useful for talking to your mom, but you’re dead wrong.
While email is not the same beast it was back in the early 2000’s, it has actually transformed into one of the most powerful sales tools you can utilize today. I’m going to go through some of the best ways to pump up your email to compete as we head into the next decade and grow your revenue a ton.
- Can improve revenue 20-40%
- Remains the #1 activity on the internet with 94% of users getting online for this reason alone according to Marketo (projected estimate of 307 billion emails sent per day in 2020)
- Effective in both B2B and B2C businesses
- Lower price point per recipient, especially as Facebook/Google ads become more expensive
Email marketing trends heading into 2020
New automation tools are continuously coming out for email, allowing not only quick campaign and flow building but incredibly powerful segmentation and consumer targeting. While Mailchimp is a household name and gets the job done, brands like Klaviyo, Marketo and ActiveCampaign are revolutionizing the way businesses are able to collect and handle user data in a way that it works smarter and harder for them.
Connecting emails to IP addresses, analyzing which specific products or categories a user is interested in and automatically creating highly specific campaign lists are just a few ways these technologies are changing the game in email marketing. As cloud-based platforms continue to grow information banks on consumers (and as you gain direct information on what your customers want), the software will only grow more powerful. Think A/B split testing on steroids.
User-generated content (UGC)
One of the only advertising channels which doesn’t have a substantial push into user content, it is just a matter of time until it catches on and begins utilizing this powerful tool. Not only does UGC cut down on the amount of content a business has to produce in house, it grows brand loyalty and makes customers feel a sense of community.
Newsletters, blog posts and social proof sales are all ways that email can take user content from social media channels and turn it into an effective email tool.
Every year, more and more emails are being opened on mobile devices as opposed to desktop environments. Mobile is closer than ever to outperforming desktop and could overtake it this year, leading to creative ways to engage customers through the use of responsive ads.
Animated buttons, games and calls-to-action are all set to burst into email and are proven to increase conversion rates. Interactive images like Facebook carousels and other creative tools could help transform long-winded emails into easy to digest marketing bits that consumers will be more open to interacting with. Polls, surveys and other USG style forms can also be used to jump-start engagement.
As ‘smart-home’ technology like Alexa, Google Home and Amazon Echo continue to surge and grow, email interactivity with these products will become increasingly seamless and efficient. It is estimated roughly 250 million smart speakers will be installed worldwide by 2020, these companies are going to continue pushing the bounds of the technology.
Instead of taking the time to read every email, users could simply ask, “Alexa, read me my emails from today.” Integrating speech returns that allow users a simple “That sounds good, buy.” responses could skyrocket purchases in-home and allow companies to reach consumers even when they aren’t on their devices.