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27 & 28 MARCH 2019

ExCeL LONDON

Email Marketing Trends 2019

 Many marketers share a common predicament – they understand the strategic value of using technology to improve customer engagement but don’t have the knowledge of how to tactically use the appropriate tools to achieve this. Email marketing is no exception.

Despite email delivering impressive ROI, the internal business case for taking it beyond simply sending a newsletter is a challenge because, more often than not, email marketing isn’t being properly initiated. There is a great shortage of time and thought given to what email could deliver a business and how this is achieved. As a result, its value often fails to be recognized, meaning lost revenue opportunities for brands, yet it holds the key that brands need to stand out amongst growing competition and provide subscribers with the relevant experiences that serve to build loyalty.

Here at Smart Insights we have teamed up with the email specialists, Pure 360, to produce a new Email Marketing Trends Guide where 10 email marketing experts give their views and examples of what they expect to happen in the future of email marketing. Let’s take a look at the critical trends and techniques, highlighted in the guide, that could help transform the brand-customer relationship and shine a spotlight on how impactful email can be, if it’s used properly.

Customer Engagement

Email cut through is hard to achieve, not only as you are competing against other brands in the inbox but also competing for time with many other channels, such as social media, and other entertainment platforms.

When considering promotions a recent report ‘Email Addiction Report’ suggests that when receiving promotion 83% of the people asked still prefer to receive any offers, from brand they trust, through email. This is interesting compared to a low 38% on Facebook.   

Email Design

Designs on email has always has its challenges, with so many email clients that render differently, less pixels to utilise in the inbox when compared to a web browser, on top of these there is the added factor that the majority of consumers now read email on their mobile. Because of these factors it’s important to consider how your target audience consume your email activity before you implement any new designs or layouts.



The above chart from a Litmus poll, of more than 240 marketers, suggests that in 2019 we can expect to see more personalized emails as well as more interactive emails, on top of this design trends look to includes using more AI-driven content, more live content, and simplifying email designs.

Intelligent Personalization

Email personalization has been possible for a long time, but hasn’t been utilized as much as would be expected. Intelligent personalization has moved much further on than simply saying “Hi ”.

84% of consumers say being treated like a person, not a number, is very important to winning their business. Personalization provides us, as marketers, with the ability to make a customer feel special.

One personalization technique that has been the bedrock of successful email is product recom- mendations. If your email program includes products, offers or content, a first eye-opener is a product recommendation. They are effective even if manually picked or segmented by hand rather than AI-generated.

Subject Line Optimization

When it comes to email marketing, many would agree that the subject is one of most important part of an email, if not THE most important part . Here’s why. Average open rates are between 15% and 25% range, depending on industry, so for the 75% to 85% of recipients who do not open any given email they receive, the subject line IS the email. Everyone with an email address is exposed to multiple subject lines on a daily basis. According to the latest research by the Radicati Group, there are an astounding 3.8 billion email users worldwide and this number is forecast to increase to 4.2 billion by the end of 2022. This year, 294 billion emails will be sent to – and by – those people. Globally, each address gets an average of 77.3 emails every day. That’s a LOT of subject lines! No wonder “How do I improve my subject lines?” is a perennially popular question. In this section, I will help answer this question. It’s deceptively simple: TEST!

This only gives a brief introduction of what trends are set for 2019 in the world of email. It’s clear to see that many trends are ones we’ve seen in the past but with the ever increasing competition on consumer’s time it’s eer more important to ensure all elements are optimised and working as well as possible.

For more information and to download the free resource visit Smart Insights.

Smart Insights

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