Newsletters: 5 Stellar Tips to Impress Your Subscribers
Email marketing is in the midst of rapid development. Especially when it comes to the advancement of data, automation and design.
Data is essential when you want to fine-tune the process of segmentation and personalisation. Automation saves your company resources and maintains a dynamic dialogue with your customers. And with the never-ending technical evolution, the user experience is continuously and consistently improved.
Do you feel overwhelmed?
Don’t worry. We’ve gathered the most essential email marketing trends and added some useful tips to help you impress your subscribers.
When it comes to email and marketing, there’s a plethora of trends as well as tips and tricks to advance your everyday marketing scheme. But how can you separate the good from the bad?
We’ve delved into statistics and trend reports, and last – but certainly not least – asked our team of experts in order to guide you through the five heavyweight trends in email marketing in 2017.
Welcome to a world of automation, personalisation and interactive elements!
Personalisation: Is the First Name Going to Cut It?
Automation Through Chatbots
Chatbots are becoming a standard function on websites. However, they’re starting to supersede the mere function of simple customer service. In 2017, chatbots can trigger automated flows– so called marketing automation. For example: chatbots can trigger confirmation emails, but also be used as a vehicle to collect subscribers to your newsletter.
Automation in email marketing is a key ingredient to create and maintain a long-term and trustworthy relationship with your customers. Why, you might ask? Simply because automated emails are triggered by the customer’s online behaviour. So, when an email lands in the recipient’s inbox, it’s both relevant and logical. In addition, automated emails become catalysts in the ongoing conversation between the customer and the brand.
Include Interactive Elements
We’ve previously written about interactive elements in emails, and the trend is likely to continue in full force. Interactive emails mean that the reader receives an uninterrupted experience since he or she doesn’t have to follow a link that leads them outside of the email.
Want to deliver your subscribers a quick and easy access to content? In that case, interactive emails is a hot trend for you – especially if you’re a publicist or a content creator who want to give readers and customers a concentrated reading experience with an easy access to content. Want an example? The American retailer JackThreads is showcasing innovation with interactive elements where the product cart is placed directly into the email itself.
However, when you decide to give interactive emails a try, there are a few things that you need to keep in mind. First off, even though most email clients can handle interactive elements, it isn’t an industry standard – yet. This means that you might face the risk that a majority of your recipients won’t be able to view your interactive design elements. Secondly, there’s the balance between interactivity and traffic. If a potential or current customer is given seamless interactivity in one stop, you might lose important traffic to your website.
Fine-Tune Your Segments
Emails Should Have Moving Images in 2017
The biggest trend comes down to one single adjective: creativity.
If you want to achieve outstanding results, you need to make sure you stand out. A simple trick is to include interactive elements in your emails. If you want to capture the attention of the impatient online reader (and you do!), a simple trick is to include moving interactive elements in your email. As the elements in an email move, the recipient’s eyes are automatically drawn – and attention and interest is spiked.
However, moving imagery should never be mere gimmickry. Make sure that your interactive elements enforce the message you want to convey and deliver an improved reading experience.
Want a real-life example? The retailer chain B&Q created a micro site – a simple form of a web page – directly in the inbox.
Regardless if you choose to prioritise fine-tuned segmentation or a flashy email design, we hope you’re ready to give the latest trends in email marketing a go!
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