Contemplating the future of email marketing seems to be
ever-present in the digital marketing news. And more and more
marketers are coming to the same conclusion: Email marketing is the
hot ticket to gaining and retaining customers.
Email marketing is expected to continue to gain momentum over
the next few years and even outlast some of the newer marketing
channels being used today.
During a recent study, we asked
hundreds of small businesses where they see the most potential
when it comes to gaining new clients and building brand awareness,
and while social media came in first and email marketing came in a
close second, it’s interesting that consumers don’t view social
media in the same light. At least not for the long run.
The good people over at Litmus recently
surveyed consumers and asked which marketing channels they believed
would be relevant in the next 10 years. Email marketing came out on
Yes, the face of digital marketing is everchanging. However,
email marketing remains constant.
Why email marketing still matters
The future of email marketing is very bright, especially since
more and more people prioritize
checking their email throughout the day, every day. It’s no
wonder as our inboxes constantly fill with everything from friendly
communications to work messages and yes, marketing content.
According to Statista, in just 2018 alone, there were over
281 billion emails sent and received daily worldwide, and that
number is only expected to grow and could reach 293 billion this
year. Looking into the future, by 2023, that number is expected to
rise to nearly 350 billion emails sent and received daily
Here’s another interesting fact to mull over—there are
3.9 billion active email addresses in use as of earlier this
year. When you compare that number to the total number of active
social media profiles worldwide,
3.5 billion, it’s easy to see why email marketing remains a
powerful channel to reach consumers.
Email trends to make a note of now
Email marketing is here to stay; however, that doesn’t mean
standards and what consumers want will remain the same. In fact,
traditional email campaigns will continue to evolve, and that
requires marketing teams to evolve right alongside them in order to
continue seeing the return on investment they’ve become
That means marketing teams need to stay up to date on current
and future email marketing trends, and to help get you started,
we’ve compiled a shortlist of trends that either need to be put
on your radar or implemented into your email marketing strategy as
soon as possible.
1. Machine learning
Machine learning is one of the most talked-about strategies
predicted to take the marketing world by storm, but as a concept,
it’s often misunderstood. So what exactly is machine learning,
and how can it be applied to email marketing?
Machine learning is a given way to apply an algorithm on top of
data to process and make decisions even faster than a human
Here’s an example from our friends over at
Now, this example can be quite overwhelming—but the good news
is, machine learning is capable of taking all that data and using
it to help simplify testing and optimization, triggers and
2. Artificial intelligence (AI)
Artificial intelligence has been something to monitor in email
marketing for some time, and while some may lump it in with machine
learning, it’s an entirely different process.
Yes, AI does take similar data and use it to simplify email
marketing, but instead of focusing on optimization, it can create
in-depth . AI can help with not only data segmentation but also
content selection and more.
AI and machine learning are two separate entities, but when used
together, they create an unstoppable email marketing strategy that
delivers the right emails to the right subscribers at exactly the
3. Interactive content
The idea of interactive content in email can be difficult to
grasp at first. While plain-text emails have their place in email
marketing, more and more brands choose to add interactive content
to increase overall reader engagement and provide a surprising and
fun experience that keeps your subscribers opening your emails no
matter how crowded their inboxes—or their calendars—become.
So, what is interactive content? It’s anything your readers
engage and interact with. Interactive content can take several
different forms, including but not limited to:
- Social sharing options
- Surveys and more
Here’s an example of an interactive email in action from Two
In the live version of this email, users were able to click on
the options for different lights (blinking or twinkling) and then
click on the various green dots that make up the tree to decorate
Those that chose the “Bah! Humbug!” option got another
little surprise altogether.
4. Loyalty programs
Smart marketers are already implementing
loyalty programs into their email marketing strategy. These
programs not only bring in new customers but also retain current
customers and simultaneously allow your marketing team to collect
The more behavior you see from your subscribers, the better you
can personalize future marketing campaigns for even better
These loyalty programs retain customers and show you what kind
of content drives engagement with your most diehard fans. That way,
you can do more of what works. For instance, you can learn:
- What promotions work best
- Best send times
- What content readers interact with the most and more
Once you collect this information, marketing teams can implement
these strategies across your email marketing program to convert
more subscribers into VIPs and repeat customers.
5. Quality over quantity
Quality over quantity applies to most marketing efforts. If you
send out a poor-quality message, it doesn’t matter how many times
that message is read because it won’t be relevant or sit well
with your audience.
The same concept applies to the future of email marketing: It
doesn’t matter if you message your subscribers daily, weekly,
monthly, or yearly if your content isn’t the best quality.
People subscribe to your emails for answers to their questions,
product news, and other relevant information. If you don’t send
subscribers what you promised or deliver value directly to their
inbox, the chances of them unsubscribing from your list are
That’s not to say you can’t
curate content within your niche, you simply must make sure the
content you send is relevant to their wants and needs.
6. Personalization is here to stay
Finally, the future of email marketing will rely heavily on
email personalization. Simply sending out mass emails to everyone
on your email subscriber list doesn’t cut it anymore. In fact,
emails with a
personalized subject line are 26% more likely to be opened
while 74% of marketers have stated that
targeted personalization in emails increases overall customer
Here are a few reasons why email personalization is here to
- Personalized emails stand out in a crowed inbox because they
represent highly relevant, tailor-made material.
- Personalized emails help to strengthen customer experiences by
sending the right information to the right inboxes at the right
The future of email marketing looks brighter than ever, which
means that if you haven’t joined the thousands of businesses
using this digital marketing channel already, then it’s time to
There is simply no time to waste if you want to experience for
yourself why email marketing should be the cornerstone of your
digital marketing strategy:
- Email marketing continues to be one of the best channels for
building authentic connection with your audience.
- Email marketing allows you to speak directly to your customers
without relying on pay-to-play posts or shifting algorithms.
- Automation and segmentation save you so much time that you
could actually spend less time on marketing while making more money
than ever before.
Ready to start building your next great email marketing
campaign? Then contact
Campaign Monitor today for your live demo!
More Than Email: The Future of Email Marketing 2019 appeared
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More Than Email: The Future of Email Marketing 2019