Top email marketing trends and why you need to implement them
The evolving digital landscape means there are almost endless ways to communicate and connect with customers and clients. That said, the good old email remains as important today as it has ever been. Being up to date with the latest email marketing trends will mean that you stay ahead of the curve in the bid reach and connect with your target audience in a personalised way and for an affordable cost.
Take a look at the following top email marketing trends every business should implement.
Utilising Intelligence (AI) in email marketing
AI is increasingly being used to fine-tune email marketing and help generate greater success. From drafting compelling subject lines, to personalising email copy, cleaning up email lists, to making product recommendations, AI-powered technology is proving instrumental in redefining the email campaigns of businesses of all sectors and sizes.
Greater focus on privacy and data protection
The launch of the General Data Protection Regulation (GDPR) in 2018 rocked the email marketing world, demanding new rules of mailing list building and cold emailing. Ever since, consumers have been wanting greater data privacy, something that no business can afford to ignore.
Ensure you meet such demands by being clear and transparent about what you are doing with data. Provide easy explanations about data, terms, and privacy, and always obtain explicit consent from subscribers prior to collecting and using their data.
Give emails a personalisation boost
While impersonalisation can be detrimental to the success of an email campaign, personalisation can be key in running successful campaigns and ultimately generating more revenue.
Make 2024 the year of hyper-personalised emails by targeting messages and promotions by audience segment, recommending content or products by audience segment, and sending triggered emails based on visitor behaviour.
Create and run sustainable email marketing
Email marketing is paperless and is therefore significantly kinder to the environment than paper forms of marketing. That said, it is not entirely sustainable, as emails require energy to be delivered.
Businesses can make email marketing campaigns more sustainable by regularly cleaning up email lists. That way, you will only be reaching out to engaged subscribers, thereby lowering the energy lost on emails that remain unopened. Additionally, emails should be targeted to specific segments to your audience, to maintain relevancy and limit the number of emails being deleted or ignored.
If you haven’t got the time or perhaps the expertise to create effective SEO and content marketing campaigns, you might want to think about outsourcing your marketing requirements to digital marketing experts, like NextGen Marketing.
All marketing and advertising must be an accurate description of the product or service. It must be legal, decent, truthful, honest and socially responsible (not encouraging illegal, unsafe or anti-social behaviour). There are regulations which restrict what you can and cannot do. As well as the regulations, there are two advertising codes of practice which you need to follow to help you advertise legally. Before you embark upon any marketing, please ensure your communications are fully compliant.