Every year, marketers face new challenges. From changes in the
way marketing campaigns get delivered to new technologies that
revolutionize the way we do things, there’s always something that
needs adapting to and altering.
And even though email marketing is going nowhere in 2019, there
are going to be some key shifts and challenges that marketers need
Below, we explore what changes you need to watch out for before
showing you how to create email campaigns designed for success in
The key to successful email campaigns in 2019
predictions about what’s in store for email campaigns in 2019
center around the evolution of technology, alongside consumers’
demand for relevant, personalized, and authentic experiences from
the companies they engage with.
This leads us to the
main challenges you’ll face as a marketer:
- Gaining a better understanding of your audience so you can
offer them the personalization they expect.
- Building better relationships with your existing customers
rather than replacing these with new ones.
- Generating more ROI from your email marketing campaigns as
other methods become less effective, e.g. pop-ups.
Thankfully, adapting to these changes doesn’t have to be
difficult, nor does it mean drastic changes for your marketing
team. Instead, you just need to make sure you’ve got the basics
in place and implement the following tactics in order to design
email marketing campaigns you can be proud of this year.
How to create stellar email campaigns in 2019 1. Make sure you’re
Segmenting your subscriber list isn’t a new concept but it is
an increasingly important one.
The fact is, customers now want to feel like companies are
speaking directly to them—not a mass of people. They want to see
relevant content that means something to them and helps them get to
where they want to be.
Recent studies demonstrate that nearly a third of customers
want a more personalized experience than they’re currently
getting, and almost 60% would be happy to share personal data if
they received personalized discounts or offers in return.
Despite this, just 7% of companies have listed personalization
as a priority. But this means you can be one of the first to offer
this unique experience to your customers.
However, you’ll need to go a few steps further than simply
adding the recipient’s name to your subject line. Just 8% of
recipients are encouraged to engage if their first name is used
within an email, and this is perhaps due to the increased number of
emails that include this type of personalization.
Instead, you’ll need to use all the data you’ve gathered to
offer key personalization through the content of the email, the
images you include, and the discounts you offer.
Really Good Emails
Ultimately, personalization will only work if you’re creating
the right message for the right customer. You need to anticipate
exactly what your customers want. This may mean you send follow-ups
after recent interactions or make product recommendations.
Decide what personalization you feel will work best for your
customers and look at the ways you can gather the necessary
information. Don’t be afraid to get creative: Consider using
surveys to gather your subscribers’ opinions.
2. Understand the data
In order to offer the aforementioned personalization for your
customers, it’s important to know what data you need to gather
and how best to utilize it. However, with so much data available,
it can be difficult to know where to start.
And you’re not alone. As
Forbes recently reported, the vast majority of companies are
overwhelmed by the amount of data they have access to.
Put aside those graphs and spreadsheets and start looking past
this data to see what it’s actually showing you: how your
customers are behaving. This data explains what your customers
like, don’t like, and what actions they’re happy to
For example, look at how many customers downloaded that eBook,
how many used their discount code, and how many shared it with
Answering these questions, among others, will give you a far
greater understanding of your audience and what inspires the best
results for your business.
It’s also important to integrate all of your data points with
each other, utilizing platforms like Google Analytics alongside
your email metrics. This will give you a holistic picture of what
your customers want and expect from you, allowing you to spot and
overcome any potential challenges you face.
3. Nurture and engage your existing audience
While growing your email list receives most of the attention
when people talk about the success of email marketing strategies,
it’s just as vital—if not more so—to engage your existing
After all, it’s much more cost-effective to
engage an existing customer than it is to try and acquire a new
Focus on nurturing the existing leads you have, offering them
the best experience possible and connecting with them on a personal
level. This includes making sure your emails are optimized for
Image Source: Pinterest
People want to be able to do everything on the go, including
when they skim through their inbox. From standing in the queue for
a coffee to being on their lunch break at work, you need to make
sure your emails are easy to digest in just a glance. If not, they
might go straight to the trash, or even worse, straight to the spam
So always ensure you’re using a mobile-optimized template and
keep your content as fresh as possible.
The latter means changing up your email offerings so they
don’t become stale and predictable. Send a newsletter with
helpful information one week, followed by a product promotion the
next. You need to keep your subscribers engaged and intrigued with
every email you sent.
Other great ways to do this are to include GIFs and videos in
your emails as these are far more enticing than static images and
4. Bring in plenty of automation
All of this sounds incredibly time-consuming, doesn’t it?
Don’t worry. It doesn’t have to be intimidating or
time-consuming, not even if your marketing team is only one
You can easily maximize your efforts by incorporating automation
within the email campaigns you create and you don’t need to forgo
personalization to do this, either.
A lot of email marketing platforms allow you to automate emails
so they’re delivered to your customers at the right time, either
by pre-determining a date or time or by establishing an action
that, when performed by your customers, will automatically trigger
an email send.
One study highlights how click-through rates are
152% higher and open rates are 70.5% higher for automated
emails, compared to standard marketing messages.
Welcome emails, for example, engage your subscribers from the
get-go. They allow you to showcase what recipients can expect from
your emails, how to connect with you (e.g. via social media), and
let you provide new subscribers with a discount as an incentive to
sign up. You can even use the opportunity to let your subscribers
update their email preferences which is great for segmentation.
Image Source: Pinterest
Automated emails can also work to re-engage inactive recipients,
offer special discounts for birthdays, and provide content that’s
relevant according to your subscriber’s behavior.
5. Discover your strengths and weaknesses through A/B testing
testing involves sending two emails to two subsets of active
subscribers in order to see which email performs best. A/B testing
allows you to make subtle changes between your emails to see which
delivers the best results, without running the risk of an entire
For example, you might take a group of 100 recipients to test
the email on to start with. That way, if your new strategy
doesn’t work, it won’t have had a detrimental impact on your
click-through rates and overall revenue.
One of the most obvious places to
start with A/B testing is your subject line because it’s the
first thing your customer sees. And even the most amazing email
won’t mean anything if you can’t get customers to open the
email in the first place.
So use A/B testing to see which subject lines resonate best with
your customers, then roll out the email with the highest-performing
subject line to the rest of your subscribers.
And don’t just stop there.
You can also use these tests for almost any aspect of your
email, from the images and copy you use to the call-to-action you
include. Just remember to tweak small things one at a time so
it’s clear what is and isn’t working.
By testing and using data, you’re taking steps toward
understanding your audience. Every email you send becomes a
fantastic opportunity to get to know your customer, helping you
maximize your results quickly.
As technology changes and strategies evolve, being one step
ahead will ensure you continue to drive your business forward.
Implementing these key steps within your campaigns for 2019 will
allow you to create emails that resonate well with your customers.
You’ll be able to provide them with a one-of-a-kind experience
that skyrockets your email marketing results.
And better results mean better revenue for your company and who
doesn’t want to start 2019 with that?
Ready for more tips and advice that will help drive your
business forward this year? Then check out our incredible range of
How to Create Successful Email Marketing Campaigns in 2019
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How to Create Successful Email Marketing Campaigns in 2019