With 2018 at a close, marketers can sit back and take a good
look at every email campaign they sent over the past year. Chances
are, some tactics you tried worked while others might have flopped.
A new year brings new opportunities along with a fresh start to get
things right. And while that new gym membership might go unused
after January, there’s no reason your New Year’s resolutions
for your 2019 email marketing should suffer the same fate.
Email and digital marketing, in general, are both extremely
dynamic so it’s crucial for marketers to stay on top of what
trends are coming in and moving out.
In this post, we’ll look at some of the biggest email trends
for this upcoming year and provide some achievable resolutions for
nailing your email marketing in 2019. Cheers!
7 New Year’s resolutions for your email marketing in 2019
We looked into some of the top upcoming trends of 2019 and then
provided actionable advice with examples for you to take home. As
always, remember to focus on using these tips to provide your
subscribers with valuable and relatable content. Only then will
every email campaign deliver the results you want.
1. Be smart and responsible with consumer data
You should, of course, be using data to send targeted, relevant
information to your subscribers who want it most. And remember,
consumers expect companies to put their needs first—so if
you’re selling their information to make money, with little
thought to how it will affect your consumers, expect them to make a
clean break of your company.
However, people have become increasingly frustrated with how
companies handle and manage their data. Trust in Facebook
dropped 66% following the Cambridge Analytica scandal. That’s
why it’s more important now than ever for companies to make good
use of consumer data.
Not only is misusing data bad for building trust with your
customers, but governments have started cracking down on how
companies can collect information, what they do with it, and what
they must disclose to consumers.
Early in 2018, for example, the European Union passed
the General Data Protection
Regulation (GDPR), setting an important precedent and other
regulations will likely follow. Failure to meet compliance could
leave you and the brands you represent facing massive legal fines
and a reputation damaged beyond repair.
However, GDPR isn’t all doom and gloom for email
marketers. Staying up to date on consumer data protection is just
good for building trust with your subscribers.
2. Personalize every email campaign
77% of people from all age groups prefer email marketing for
their permission-based advertising. For this reason, email
marketing has a shockingly
better ROI than social media advertising: $39.40 for every
dollar spent on email compared to $12.90 for the same amount spent
on social media.
People like email because it has the capacity to be more
relevant to them than social media advertising. Plus, your
subscribers are at least somewhat in control of their data and
which advertisements end up in their inbox. If someone doesn’t
want to hear from you anymore, they can simply click
“unsubscribe” at the bottom of each email campaign you
Additionally, email service providers have made it extremely
easy to add personalized merge tags to your campaigns. This allows
you to use your subscribers’ real names in the subject line and
throughout the body text.
In fact, personalized emails are essential for
retaining customers you already have.
This email from Uber is super personalized based on consumer
data collected throughout the year. It’s interesting and unique
without delving into the creepy category because users already
understand that Uber collects this type of data.
Really Good Emails
3. Use artificial intelligence
Personalizing your subject line for your email campaigns is only
half the battle. You also need to deliver hyper-relevant and
valuable content to your subscribers.
Segmentation makes this possible without you even breaking a
sweat. In fact, sending relevant emails through methods like
boost your revenue by a whopping 760%.
Artificial intelligence (AI) isn’t going to take your job but
it will make your job easier. Future AI will help you micro-segment
every email campaign because it will pick up on
subtle behavioral cues that humans miss. For marketers, this
means more relevant content for every subscriber and better ROI for
It’s a win-win-win for everyone.
This email from Ugg appears to be segmented based on products
the subscriber has viewed in the past to provide her with relevant
products. AI will likely improve your ability to send
hyper-relevant emails in the future.
4. Utilize interactive email campaigns
Interactive emails serve two important purposes: collecting
valuable data about your subscribers and boosting engagement.
They’re just fun for subscribers to play around with.
You don’t need to send an interactive email campaign every
week, but once every now and then for showcasing new products or
services can make a huge impact on your subscribers.
Plus, this interactive email from Tom Raffield has a nice simple
layout that encourages the subscriber to interact without providing
too much copy to read.
Really Good Emails
5. Incorporate some text-only emails, too
Meanwhile, some marketers still swear by old-school text-only
And they have a point. Text-only emails have serious benefits
when most emails your subscribers receive are busy and packed:
Email clients are more likely to label your emails as spam or send
them to the promotion folder if you include a ton of code. Plus,
subscribers often claim they prefer text-only emails (although your
analytics might tell a different story).
The point is to try different approaches with your subscribers
and see what works for different segments of your audience. Test
text-only emails along with interactive emails to see which
delivers better results for different messages.
For instance, a text-only email containing a note from your CEO
will probably perform better than a busy interactive email,
depending on the type of message. Similarly, interactive emails
probably work better for product announcements than simple
Your subscribers will appreciate the variety.
6. Prepare for savvy spam filters
As AI takes off and email service providers boost the technology
available to their clients, your subscribers’ email clients have
to constantly improve their
spam filters to ensure they’re blocking malicious emails.
Unfortunately, no one can predict how spam algorithms will
change over the next year. Marketers can, however, do our best to
send emails that comply with today’s email marketing best
practices to avoid current spam filters and
improve your deliverability.
One of the most important things you can do is enlist the help
of a reputable email service provider. This will ensure that
you’re sending emails from a trusted IP address and abiding by
international anti-spam laws.
Stick with these other simple tips to keep your email marketing
in 2019 clean:
- Never buy email lists or pay for subscribers.
- Include an unsubscribe link and physical address in every
- Avoid email campaigns that only consist of one large graphic
- Test every email campaign before sending it to your entire
This email from the Royal Children’s Hospital Foundation
contains a good balance of copy and images to avoid getting flagged
by spam filters. Although it isn’t personalized, it makes an
attempt to form a one-on-one conversation with the subscriber.
7. Always keep mobile users in mind
Over half of all emails are opened on mobile devices and that
number will likely increase throughout 2019 and beyond. Not only
that but these days, subscribers are opening emails multiple times
before they finally decide whether or not to click-through and take
If your emails aren’t optimized for various mobile devices,
you might as well not even bother sending them. People spend the
equivalent of a
full day on their phone each week. Some users might decide to
re-open the email on a laptop or desktop but let’s face it:
Mobile reigns supreme.
When in doubt,
optimize and design your emails for mobile devices. Plain-text
emails, for example, might be a better choice if you’re targeting
subscribers reading emails on wearable devices because they can’t
view the photos.
This email from Ringly contains plenty of graphics and links but
appears to render well on any mobile device.
As always, the key to nailing email marketing in 2019 is to put
your audience first. Use tools at your disposal like AI and other
technology to send the best email campaign possible every time.
Trust us: Focusing on using your email marketing to build trust
with your audience and deliver value straight to their inboxes will
produce better results than simply focusing on your bottom
Address these resolutions this year and you can plan for a
New Year’s Resolutions for Your 2019 Email Marketing appeared
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Source: FS – Email Marketing Blogs!
New Year’s Resolutions for Your 2019 Email Marketing