Top 5 Emerging Email Marketing Trends For 2018 To Boost Your Email Marketing Campaigns

What’s on the horizon for email marketers in 2018? Expert digital marketers and business leaders have admitted that email has a median ROI of 125% – over 4x higher than other marketing channels like social media, direct mail, and paid search. Furthermore; 87% marketers say that email is their primary channel for lead generation. Email marketing trends for 2018; where email marketing is constantly evolving and changing, which means that marketers are required to learn, test, evolve, adapt, and modify their tactics accordingly.

The year 2018 is here, which means many brands are looking for new ways to spice up their marketing strategy. That means considering changes to everyone’s favorite channel, email.

Email was still brands’ preferred medium to communicate with customers in 2017 and will continue to be so well into the future. Still, email marketing trends for 2018 may hold some surprises for the 40-year-old communications standard that marketers should be aware of.

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Watch Out For Top 5 Emerging Email Marketing Trends For 2018

1.Kinetic Email Look & Feel Changes The Experience Of Email

Designed to make emails look and feel more like a website experience, kinetic emails introduces a new layer of interactivity to the email experience.

What is more interesting is as ISPs like Gmail continues to adopt these functionalities. Furthermore;  making the user experience in the inbox more fluid and quicker to the register. The upside is that these emails are not only more attractive than traditional email furtheremore; they’re also more effective for encouraging subscribers to engage with the brand and its products.

2.Mobile Responsive Emails

Mobile purchasing is rapidly closing the gap with desktop purchasing as consumers and B2B buyers embrace smartphones and other mobile devices as primary conduits for brand connections.

Even though marketers are aware of the email marketing trends for 2018; many brands continue to struggle with the basics of mobile optimization. Instead of delivering seamless mobile and cross-channel experiences, brands continue making images, call-to-action buttons, content and other features more appealing to mobile audiences.

For brands who say their email is “responsive already” and have put mobile on the back burner, it’s time to develop a comprehensive mobile strategy.

3.Passive Opt-Out Approach For Emails

It’s been documented that engaged subscribers who have passively opted out and are lingering in your databases hurt your email bounce rate.To re-engage these passive subscribers and avoid losing potential purchasers, marketers need to proactively shift their email life cycle messaging and customer loyalty approach. Content needs to become more informative, fun and engaging to prevent subscribers from losing interest and passively opting out.

Note that this doesn’t mean you should send a flood of high-value offers that cut into your margin. Run an analysis on your subscribers to find key peaks and valleys to keep subscribers active.

4.Personalization & Segmentation Remain A High Priority

Personalization and segmentation remain a high priority sharing dynamic and engaging content
Achieving personalization using machine learning/AI will achieve an uptake in 2018. Marketers continue to focus on getting personalization and relevance right. Even the customer journey will begin to develop a dynamic path based on an individual consumer’s needs.

5.Adopting Conversational Tone To Personalize Emails

The tone you chose to use in your emails affects the way your customers will respond. A conversational can give more personal and genuine interaction. Furthermore; to keep it engaging you can ask questions, get them thinking and then give them the answer they need through your CTA directing them to your content that helps and educates them.

Top Email Trends To Welcome In 2018

To set the foundation for your email marketing in 2018, SME Networks has gathered the email trends for 2018 and predictions. 

The best(ization) to hit the inbox

And it is not personalization!! In 2018, we’ll see more one-to-one emails, where it feels like each email you receive in your inbox is relevant to you as an individual – Humanization.

Email messages; less messy more clarity

In 2018, it will be ever important to get your message across in a clear and concise way. This way your customers know exactly what is expected of them and what you want them to do. Hence; there is a twist because the clarity extends to GDPR and your forms etc as well. 

The interactive email experience

In 2018, we hope to see marketers braving new technologies and adding interactivity layers to their emails. Additionally; interactive emails are for instance where you can shop within the inbox, without clicking through to a website.

The product customization options within the email that can help ease the experience for the consumer. Furthermore; adding an another dimension to your static emails.

Transactional email are better and engaging

Wishful thinking? Adding a marketing layer to your transactional emails, should be a priority. As these emails go to the most engaged group of customers and do very well. So add so marketing elements to these most desired emails as long as you take GDPR into account.

All in all, 2018 will be the year of intense focus on personalization. Hence; organizations will have to learn to connect with recipients on a personal level and engage in better conversations. And that’s good news for everyone.

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