With about 3.8 billion email users globally, email marketing is clearly a great tool to reach out to a targeted audience, deliver a brand message, keep in touch with readers, acquire customers, and provide customer support. However, here is the reality: In 2019 an average business user sent and received 126 emails per day. With a great number of bulk mails and unsolicited spam, an email may get buried in the inbox or annoy potential customers. In other words, it takes knowledge and practice to run a successful email marketing campaign. Three trends surrounding email marketing expected to be seen in 2020, and for the foreseeable future are AMP, Mobile Email Marketing/Mobile-First Optimization, and Social Media Integration.
AMP (Accelererated Mobile Pages) for Email
- AMP is an initiative from Google to speed up the rendering time of web pages on mobile devices. Currently, it’s being used by over 900,000 domains on the web and over 2 billion mobile pages. This framework can be a powerful tool for sending interactive, up-to-date, and useful content through AMP emails.
- 53% of mobile visits are cut short because they take more than 3 seconds to load. Digital marketers must contend with not only the short attention spans of consumers, but poor mobile experiences, slow and unresponsive pages, and obtrusive ads as well. AMP can solve this.
- Tokopedia had a 60% reduction in bounce rates when using AMP.
- According to a study by Litmus, focusing on sending personalized and dynamic content for email marketing campaigns is on the mind of 40.7% of marketers. AMP helps with that.
- When you combine personalized emails, animated emails, dynamic emails, and interactive emails which are all top trend email design features, all in one modernized email, you are using AMP for emails.
- In 2018, AMP for Email was announced by Google, and then subsequently brought it online in 2019. Some key players are starting to sit up and take notice. Adobe Campaign is using it. Braze has added it, too.
- According to Steve Jenkins, the editor of Web Designer magazine, "....on your to-do list should be making sure you adopt Google's AMP (Accelerated Mobile Pages) framework for better mobile experiences."
- Michael Del Gigante, the CEO of MDG Advertising, "It’s possible that AMP for Email will be transformative for marketers, offering them even more possibilities to spark action within email messages. With AMP, action can be taken within the emails themselves—a dramatic shift from traditional email."
- There are three examples of AMP for email included in this link. They are Doodle, Booking.com, and Pinterest. It is directly from this source.
Mobile Email Marketing/Mobile-First Optimization
- 7.26 billion is the number of mobile phone users that are predicted by 2020. Mobile phone use helps people save time and solve their various problems on the go: from reading emails, to making purchase decisions. Not only are 61% of all emails opened and read on mobile devices, but also 79% of mobile users have made a purchase online with their device in the last 6 months which means customers are ready to learn more about a product and buy it with the gadget.
- Mobile optimized emails are the in-thing now, and it has become the standard while optimizing emails. Email click-through rates are 100% higher on mobiles than on desktops. It means that engagement rates are going to be on the higher side too.
- Mobile customers account for 41.9% of email opens during the first quarter of 2019, followed by webmail opens at 39.9% and desktop opens at 18.2%.
- According to Business Insider, smartwatches and wearable tech are going to see an increase in usage by over 25% in the next five years. There is a gold mine of opportunity, and marketers should be planning and executing on mobile platforms aggressively.
- 61.9% of email opens occurred on mobile.
- More email is read on mobile than on desktop email clients. Stats say 42% of email is now opened on a mobile device.
- After looking at combined research, the average person spends at least four hours a day on their smartphone. Mobile traffic now accounts for 52.2% of all web page traffic worldwide. In the United States, this figure is even higher: coming in at 57%.
- 40 percent of consumers said that their mobile phone is their primary device for checking email.
- According to Kevin Payne, a Growth Marketer at Kevintpayne.com, "Because most internet users now access websites and apps — including email — on their mobile devices, it’s best to think mobile-first when designing either opt-in forms or email content."
- Marika Roque, COO at KERV Interactive states that "The focus and research should go into what consumers are already doing and fitting in engagement and experience into that versus asking consumers to do something completely out of their habit or muscle memory. For example, time spent with mobile devices is now higher than time spent with TVs, so taking a mobile-first approach to interactivity is key. Going mobile-first allows us to blend these ideas and utilize apps that consumers are already hooked into and simply make Marketing and Content even more cohesive. In-app integrations will be key for seamless consumer-facing experiences."
- A well-optimized email is clean and simple and looks great on smartphones. Once an email has been optimized for mobile, there will be an increase in the email click-through rate. This email from the U.S. Polo ASSN is an example of that.
Email Social Media Integration
- In the vast multitude of social media platforms, it seems every user has found a network to join. The number of social media users is constantly growing: According to Emarsys, about 42% of the population (3.2 billion users) are on social media. For brands, this means an alternative way to reach their target audiences, establish a connection with them, and deliver the brand message without being too pushy.
- To make the most out of email marketing, it’s important to combine it with social media as people use networks to discover products and read customers’ reviews. Today, customers crave and seek out peer recommendations before making the purchase decision, so working with Instagram nano and micro influencers is a great way to leverage reviews, and therefore start selling on Instagram.
- In partnership with fashion influencers, Lulus ran an email marketing campaign that combined referral email marketing and social media: Sharing photos of opinion leaders who wear Lulus clothes, the company could prove its popularity and credibility. Creatives can be viewed here.
- Further, Lulu's added a brand hashtag as well as social media buttons to let its subscribers know how to find the company on social media. When brands interact with shoppers on social media, these people spend 20-40% more money to buy from them which obviously means more sales for companies. When companies combine email marketing and social media, products are promoted more effectively, customer trust is earned, and it gets better results.
- Small businesses were surveyed by Campaign Monitor and were asked where they felt their biggest opportunity might be to build brand awareness. The top two responses were social media and email marketing. When the two are combined they can complement each other to take marketing to the next level.
- If people talk about a company's emails or post about them on social media, it will enhance the word-of-mouth publicity for their brand. More people will get a chance to learn about the emails and thus, they will have a higher chance of growing their email subscription list.
- Through their emails, Fruit of the Loom encourages subscribers to engage with their brand in a fun and interactive way. The creative can be viewed here.
- According to Mark Walker-Ford, Managing Director at Red Website Design, "It's pretty clear that email marketing is effective at driving business, but it doesn't need to be in direct competition to social media."
- Kevin George is the head of marketing at EmailMonks, and he states that "Marketers need to understand that an effective marketing strategy is not social media versus email marketing. Instead, marketers must combine social media with email strategies." Additionally, he states "Encouraging your social media followers to become email subscribers will strengthen your rapport with your social media community — largely because email lets you draft more personalized communication, tailor-made for individual subscribers.