E-mail marketing has always been the most effective marketing channel amongst all the other digital marketing channels and it will continue to stand in the same position. Yes, technological shifts and developments have changed user behavior: it means you need to stay up to date with your tactics. You might have seen these trends somewhere-reason being their popularity. The more commonplace tactics of A/B testing or smartphone optimization doesn’t need any explanation.
However, this article will take you on a deep dive to the most recent e-mail marketing trends which you should be following to stay afloat in the ocean of brands. To overcome the challenge of monotonous content, repeated advertising messages, and non-provocative e-mails, follow these newsletter trends.
1. Follow Gated Content Strategy
Data collection is getting difficult day-by-day. The ease of search and availability of content on multiple platforms make users wary of submitting their information online. Privacy concerns by users are taking a toll on e-mail marketers as you cannot send e-mails to your customers without their consent.
Here comes the biggest lesson from news website-gated content. It is as simple as its name. Magazine publishers place certain special articles behind the paywall and the rest of the articles are available for free to read. However, as the online marketer, our currency is the customer’s data. Thus, we create content that can only be available after submission of the user’s personal information. The whole purpose is to get a subscriber for our email. Once you get the data, you are all set to go with your e-mail marketing.
2. Work on Automation
The foremost task of building a mailing list can be done by our first strategy. How about sending them personal and provocative e-mails? That’s where automation comes. Automation has been into the industry for quite a while now but just scheduling your e-mails is not enough for automation. Good automation tracks users’ behavior and reacts to it. The way, you can accompany your user in their buying journey.
The dual advantages of automation are personalization and speed. Trace your users’ journey online and send them the right e-mail in real-time. In addition to that, you save your precious time and energy in setting up an effective e-mail marketing campaign.
3. Do Experience Customization
Many marketers think personalization as putting the first name of the user in the e-mail. However, this notion is wrong by all means. Customization is another newsletter marketing trend. It implies reacting to what your customers are doing and finding out who is behind the e-mail address. It is all about creating meaningful groups and distributing your contact database in the segregated lists. Try to create an experience beyond the users’ minimal expectations. Customize their experience, not just content.
4. Add Dynamic Content
Shifting the content gear from more static to dynamic is the need of an hour. This new trend in the designing of the newsletter has totally adopted the transformed version of information consumption. Nowadays people are inclined towards videos and GIFs more than ever before. As per the Facebook analysis, Video consumption will increase by fivefold in the coming years. So, does the consumption of dynamic content.
Technology has made it all possible for us to incorporate more videos and GIFs in our e-mails. The shifting of design from static text and image to dynamic Videos and you can address your customers in a better way. It will set you a league apart. A perfect mixture will do best but don’t go all dynamic as this new technology is not for every user. It may possible their programs doesn’t support any particular file format or they are too heavy to load on slow connections.
5. Integrate Interactive Content
After the animated graphics and the videos, here comes the interactive content-a one level up content to engage your reader. Interactive content is influenced by user behavior. Content, such as, games which provokes user to take action. Technically, the user gets high from playing though at the end he doesn’t get anything. You can distribute small rewards or coupons may be of your own services or just a gift hamper as an incentive to play.
It is not necessary to have a game anything which entices a user to take action is good to go. You can also add several tabs within your e-mail or a small survey. It will double the advantages: you get interesting information and better user attention.
6. Use Artificial Intelligence
Artificial intelligence has encroached areas beyond computer science. Yes, the development of Artificial intelligence is still in the infancy stage. But it’s better to stay ahead of time to gain first mover advantage. Machine learning and AI can help you in choosing the right time of sending your mail, the effectiveness of content, and personalization. All thanks to the humungous amount of data AI can process.
7. Data Protection
One of the prominent newsletter trends that are giving a tough competition to artificial intelligence is none other than data protection. However, this is not new to us. It is was and will always be an essential element for the specialists of marketing. The massive amount of personal info simplifies the process of online advertisement particularly in combination with artificial intelligence. Undoubtedly, you have to obey the laws or else your customers (future) will not have trust in you.
In short, follow these 7 newsletter trends while sending e-mails and stay ahead in your marketing game.