2020 Email Marketing Goals You Should Plan For

Marketing is continuously evolving. The tactics that won over
subscribers last year won’t work quite the same in 2020.

Read on to discover some 2020 email marketing goals to hone your
tactics and create amazing campaigns.

12 email marketing goals to win the inbox and boost your strategy
in 2020

Make 2020 the year you commit to learning about your audience.
With so much data available, it’s easier than ever to create a
super relevant and unique experience for each subscriber.

Commit to some of these 2020 email marketing goals to get
started.

1. Increase your open rates.

The average  varies by industry but we found a global average
of 17.8% when we looked at billions of emails sent across the
globe. However, you should look at your individual industry to see
exactly where you should be aiming.

To stretch your open rate beyond the industry average, start by
revamping your:

  • Subject line to boost intrigue and urgency
  • “From” field to feel like a personal conversation
  • Preview text to explain the email contents

It shouldn’t come as a surprise that people are most likely
to
open personal emails
, so creating an immediate connection with
your subscribers is critical. Anything you can do to foster a more
personal relationship, you should. That means being transparent
about who sends your emails and what’s going to be in them.

2. Establish automated campaigns.

Automation doesn’t need to be robotic or generic—quite the
opposite, actually. Automation can help take your 2020 email
marketing goals to new heights by freeing up time and personalizing
your communications.

Start with some easily automated campaigns like:

  • Welcome emails
  • Thank you emails
  • Transactional emails
  • Birthday emails

Automated campaigns deliver better open and click rates because
they’re timelier and more relevant. Welcome emails, for example,
can produce 50% open rates, on
average. Meanwhile,
birthday emails
provide a 481% higher transaction rate.

Here’s an example of a resourceful welcome email from
Coursera:

create a journey for your 2020 email marketing goals

Source: Gmail

3. Design personalized customer journeys.

Once you’re comfortable setting up automated campaigns, add

automated customer journeys
to your 2020 email marketing
goals.

Also known as a drip campaign, automated journeys are timed to
go out at different intervals, and they contain highly relevant
content.

When someone new signs up, you could send them a series of
premade campaigns to introduce them to your brand. You could also
time product reminder emails to go out when you think a
subscriber’s stock is running low.

Why not set up an automated re-engagement series?

That’s what Samsung does when they notice a customer has
switched to Huawei. The subject lines said: “We’ve missed you;
let’s catch up,” and “Let’s get to know each other
again.”

reconnect for your 2020 email marketing goals

Source: Gmail

4. Make a point to connect with your subscribers.

In an increasingly digital world, people crave human
connection.

Start by segmenting your subscriber list based on demographics
like location, gender, age, and interests.

Next, revisit how you write your copy. Pretend you’re writing
for one person—not dozens. Your writing should sound more like a
conversation than marketing copy.

The Nation’s editor authored this warm email and even included
his signature at the bottom:

 form a connection for your 2020 email marketing goals

Source: Gmail

5. Make sure your emails are accessible.

By 2022, there will be
4.3 billion email users
around the world. That figure includes
people of all abilities and backgrounds. For example, 1 out of
every 12 men and 1 out of every 200 women suffer from a color
deficiency.

As part of your 2020 email marketing goals, try to make your
campaigns as accessible as possible.

Follow
guidelines such as:

  • Sharp contrast ratio between text and backgrounds
  • Using alt text to describe images
  • No flashing lights that could induce a seizure
  • Including captions or scripts for videos
  • Avoiding complex sentences and vocabulary

You could also break your list up into age groups and create
campaigns with larger, bolder fonts for older audiences.

6. Include some interactive elements.

Interactive content can help increase engagement because it
encourages subscribers to click.

You don’t have to search out places to include interactive
elements. Instead, look for ways interactive features would fit
into your overall email strategy. Reviews are the perfect place to
start.

You could also send out interactive menus, image sliders,
quizzes, polls, and games.

Penguin Random House sent out this fun email with an interactive
game. Subscribers had to guess the book based on the emoji
combination.


 include interactive content for your 2020 email marketing goals

Source:
Really Good Emails

7. Improve your click rate.

Getting your email opened is half of the struggle—but how can
you get them to click your links?

The
average email click rate
is just 2.5%, so it’s essential to
do everything you can to keep subscribers engaged if you want to
produce the highest ROI from your marketing efforts.

Aside from following the other 2020 email marketing goals on
this list, revamp your CTAs.

  • Stick with a single goal and CTA for each email.
  • Use a prominent CTA button in a contrasting color rather than a
    hyperlink.
  • Surround your CTA button with plenty of whitespace.
  • Use actionable language without
    friction words.

It’s also a great idea to consider your composition. Look how
UNICEF uses an inverted pyramid and zigzag shape to point at their
CTAs:

rethink your design for 2020 email marketing goals

Source: Gmail

8. Integrate your email marketing campaigns.

Too many marketers still create their email marketing campaigns
in a vacuum without taking consideration of other strategies.

Make it part of your 2020 email marketing goals to integrate
your email campaigns with other platforms like Facebook, LinkedIn,
Instagram, or SMS.

Analytics and integration options from email service providers

like Campaign Monitor
make it easy to track your subscribers
around the internet and create personalized campaigns.


Facebook Pixel
does the same, so you can easily
segment your list
by Facebook activity.

Paravel embedded some of their best user-generated content from
Instagram for a summer wrap-up email campaign:


integrate your campaigns for your 2020 email marketing goals

Source:
Really Good Emails

9. Level-up your newsletters.

Long gone are the days of generic email blasts. Today, people
expect personalized content—67%
of people
, to be exact.

Even newsletters should include some personalized content. Start
with some basic segmentation based on the information you have
about your subscribers’ interests, behavior, and
demographics.

You can also set up a landing page where subscribers can adjust
their email preferences. Ask them to pick their favorite topics and
how often they’d like to hear from you.

Lululemon forwards new subscribers to a landing page
immediately:

ask for preferences as part of your 2020 email marketing goals

Source: Lululemon

10. Set up a membership program.

Who doesn’t love to feel special?

If you don’t have a VIP or loyalty program, now is a perfect
time to start. If you do, make it one of your 2020 email marketing
goals to promote your program through campaigns.

Loyalty programs aren’t just for luxury
brands
. You can also use them to collect information, prevent
churn, and encourage word-of-mouth advertising.

Allergan uses their Brilliant Distinctions loyalty program to
send personalized post-treatment check-in emails, promote their
app, and highlight referral discounts:

incorporate loyalty programs in your 2020 email marketing goals

Source: Gmail

11. Optimize for mobile readers.


Over half
of all emails are opened on mobile devices, so
optimization is critical to engagement and ROI.

Yes, design plays a crucial role, but so do your copy, content,
and media. Consider your subscriber’s state of mind when you send
your campaigns.

Images and landing pages also need to load at lightning speed
(especially as
5G coverage grows
).

Copy also needs to be straightforward. No fancy wordplay or
novels—just get to the point. TurboTax used concise language here
and even highlighted ways customers can save time filing their
returns:

 mobile optimization to meet 2020 email marketing goals

Source: Gmail

12. Avoid getting junked by using a clean email list.

Finally, you can’t capitalize on your 2020 email marketing
goals if your campaigns go straight to the
spam folder
or if subscribers are junking your emails

Gmail recently started asking users if they want to unsubscribe
from lists they haven’t opened in the past 30 days. Marketers
should take a hint here and make sure to keep their lists
clean.

Send out a re-engagement campaign. If subscribers don’t reply,
it’s probably time to cut the cord.

Source: Gmail

Wrap up

Start with one or two of these 2020 email marketing goals and
focus on getting them right.

Think of it like lifting weights: Proper form is better than
lifting as much weight as possible.

  • Improve your open and click rates.
  • Optimize the entire experience for mobile readers.
  • Keep your list clean.
  • Set up automated campaigns and customer journeys.
  • Include some interactive elements.
  • Revamp your newsletters.
  • Focus on accessibility.

Looking for some more ways to level up your 2020 email marketing
goals?
Read this comprehensive
guide to elevate your email
engagement.

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2020 Email Marketing Goals You Should Plan For
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2020 Email Marketing Goals You Should Plan For