Step Up Your Email Marketing Game4 August 2017
The direction of where email is headed is something brands can’t afford to ignore. As technologies evolve, pushing the boundaries of what’s possible, this channel is getting really exciting! But what are the key developments to look out for and start using? Here are our predictions.
1. Automated emails
LET THE TECH DO THE HARD GRAFT
Scope out every possible interaction on a customer’s journey, and create automated, relevant emails for each of the scenarios.
Emails triggered by predictable behaviour, like welcomes, cart abandonment messages, promotions and win back campaigns, when done right can drive 25% of your revenue – that’s a number not to be sniffed at.
2. Big Data Personalisation
SHOW YOU REALLY KNOW YOUR CUSTOMER
Personalizing emails using basic data is nothing new. Sticking a customer’s name in is a quick and easy way to make a connection personal. What is new is the increasing intelligence of email inbox readers and how this big data will lead to far greater personalization.
Gmail’s Priority Inbox, Outlook’s Clutter feature and Google Now will manage recipients’ emails according to contextual data. Knowing their subscribers’ preferences better than any search engines, emails will no longer be displayed according to the order they’re sent.
Instead, they’ll be sifted and served up based on users’ behaviour, location, likes, and dislikes. The messages that’ll get through are only the ones most relevant to that person at that second.
Picture this. It’s a Saturday morning and your routine is to take the bike out for a ride. Your inbox knows this. So top of the unread pile, there’s a weather update from Poncho. You grab your helmet and head out the house. Now your inbox serves up a coffee coupon first. You’ve done nothing to your emails, but they’ve adapted seamlessly to everything you do.
When you know your brand’s email content is ranked like this – based on geo-location, weather, time of day – it gives you the ability to plan for and create a far more relevant, tailored conversation. Script your email’s story so that it resonates totally with a very specific reader in a very specific moment, and you’ll put yourself top of the inbox at a time when they’re most receptive.
3. HTML5 Video in Email
ATTRACT THEIR ATTENTION INSTANTLY
If you read our last newsletter, you’ll already know motion is where it’s at. With the launch of iOS 10, HTML5 video support is back. So now your emails can give customers exactly what they want – video, motion and lots of it. And just to be on the safe side, we’ll still build a fall back for subscribers using email clients that don’t support HTML5 video!
Before the competition catch up and if you have a large Apple Mail/Outlook subscriber base, why not try embedding an HTML 5 video in your email? Make sure you keep it short, keep the file size low and turn the sound off to optimize the experience for your subscribers.
4. Interactive Emails
ADD EXTRA DIMENSIONS TO YOUR MESSAGE
By 2020, it’ll be possible for actions taken in an email to trigger other events within the same email. As your reader clicks and interacts with it, they dictate how they explore the message. But they’re also able to gain a deeper understanding of what you do.
Beautiful, exciting creative will be vital, as these in-message actions transform emails into your new digital storefront.
Millennials favour more real-time communication, so email’s becoming more instant to keep up. Message content will get shorter and more instantly consumable. Hamburger menus, carousels, image galleries, sliders, hot spots that trigger product tours, offer reveals, reviews, and add-to-cart functionality all help to create these instant, interactive emails.
5. Omni-Channel Email Experiences
PAINT THE BIGGER BRAND PICTURE
Nowadays, consumers expect brands to recognize them personally on every channel. They want to be treated consistently, whatever platform they’re interacting with you on.
Unlike any other marketing channels, email holds two key advantages for this: it’s permission-based, and it unveils robust first-party data. That means you’re able to give recipients more of the personalization they’re after with every interaction.
Keeping your tone of voice and look and feel consistent across all platforms also helps create a joined-up experience. But ultimately, the visual future of email is to be creative and be disruptive!
Want to talk about an email marketing strategy?