Sending and receiving emails has drastically changed since Ray Tomlinson created the first email in 1972. As technology advanced and the needs of consumers adapted, email marketing practices have also evolved. At first, consumers equated email marketing with spammy messages containing thousands of offers and places to click. But as 2016 approaches, marketers now look to the future using personalization, new design tactics, and user data.
Authentically Gaining Email Marketing Subscribers
Long ago, marketers would purchase lists of email addresses and push their emails out to unsuspecting consumers. This resulted in high unsubscribe rates and mistrust among customers—not to mention a negative reputation for that particular brand!
Today, brands understand the need for authentic email subscriptions submitted by loyal customers. This organic subscription list tactic ultimately yields higher clickthrough rates, online purchases, and brand interaction. ExactTarget noted that 70% of people stated they always open emails from their favorite brands. Plus, 95% of those who subscribe to email marketing from their favorite brands find these messages somewhat or very useful (Salesforce).
In 2016 and beyond, the Internet will see a massive increase in a subscription method known as the “lightbox.” A lightbox is a non-intrusive pop-up that displays as a result of a website visitor’s specific action. Search Engine Journal found that this method increased subscriber opt-ins 5-10 times more than traditional tactics.
Single Messages, Personalized Email Marketing Campaigns
All too often, marketers make the mistake of mass distributing emails jam-packed with multiple offers, discounts, blog articles, and more — with no clear action for the customer to take. This outdated tactic lacks any ability to create a lasting relationship with the customer or to drive future purchases.
Email marketing campaigns now and in the near future will use personalization and consumer data to drive a single message to a user. Personalized data to capitalize on can include:
- Previous purchase history
- Online habits
- Social media followers
- Brand affiliations
- Previous brand engagement
Using this data, marketers can focus on crafting a message with one goal as well as utilizing a powerful call to action. The goal of a message can be to direct an individual to a piece of informational content or entice them to act on a sale while supplies last. No matter the goal, the message will be targeted towards an individual whose data suggests they are likely to take action!
Responsive Email Design
From iPhones to Androids, Microsoft Surfaces to iPads, and everything in between, we all use different devices to access our email. In fact, 91% of consumers access their email via smartphone on a daily basis. Email marketing messages must be designed and developed using responsive design in order for messages to appear correctly across all popular smartphone, tablet, and laptop devices.
With more devices and technology being introduced annually, responsive email design is no longer a choice, it’s a necessity. BlueHornet found that 70% of customers will immediately delete an email if it does not display properly on their particular device.
Responsive email designs allow a user to open a message on their smartphone and pick up where they left off on their desktop without seeing a significant difference in design or user experience. This design tactic also assists in strengthening the singular message being personally crafted for subscribers!
Email Marketing And Wearable Technology
In addition to ensuring the design of email messages adapt to wearable devices, the future of email marketing also involves using data derived from these personal devices. This subject will be controversial and users will likely have the ability to opt out of sharing their personal data, but marketers will be able to more effectively personalize and target their future email campaigns.
Wearable technology is expected to reach an adoption rate of 28% in the year 2016. From health data to travel preferences, email marketers will soon have a world of data within their reach.
What changes in email marketing do you foresee in the future? Do you plan to adapt your marketing efforts to accommodate these changes? Let us know!