It's time to explore five key email marketing trends set to shape your strategy in 2020, from mobile optimization and simplified content, to AI and email's continued position as one of the most trusted communication channels available to marketers

It’s time to start looking ahead to what 2020 may bring with our annual series of blogs dedicated to the biggest marketing trends for the year ahead. Outside the world of marketing, things are increasingly unpredictable. Rewind back to 2010 and you’d be hard-pressed to find anybody capable of predicting the decade that was about to unfold. Luckily for us, however, marketing trends - and digital trends, in particular - are slightly more predictable. With the amount of data we have at our fingertips, it’s now easier to know which tools, tactics and technologies are working and which are becoming less effective. For this blog, we’re joined by a selection of the world's leading email…

Email design is constantly evolving with consumer preferences, so what trends do you need to be aware of in 2020?

Email design trends 2020 are expected to be an amazing combination of flawless visual appeal and technological advancements.  

The constant endeavor of email designers is to bring a unique experience to subscribers. The biggest validation of this fact is how email design trends continue to change every year. In 2020, we believe that email designs will be highly interactive and remarkably advanced.   Here are the top email design trends that we are really excited about this year:

Design for dark mode 

Dark mode has gained immense popularity as the usage of digital devices continues to rise. The colour palette of the email interface changes in the dark mode, as a result of which, the copy is displayed on a dark background and light…

Predictive analytics can help ensure you're sending the right kind of email messages to the right customers at the right time in order to improve results.

Using predictive analytics to power up email marketing is nothing new, but it is becoming increasingly popular these days - particularly for e-commerce businesses. The reason for this is that predictive analytics help companies make smarter and faster decisions. Check out the below graph of how predictive analytics, along with AI, help companies in different ways: It's no surprise that email marketing features in this list as it is 40% more effective in acquiring new customers than Twitter and Facebook combined. If you want to market smarter, predictive analysis is the way. Here's how it can power up your email marketing strategy:

Activation or acquisition

Whether you want to send a welcome email, discount…

The industry vibe is everyone gets too many emails, brands send too many emails and email marketers often see open rates in the 15% to 25% range

Why don’t more people unsubscribe from email? It’s a perplexing question. The industry vibe is everyone gets too many emails, brands send too many emails and email marketers often see open rates in the 15% to 25% range. Yet unsubscribe rates are typically around 0.25% - according to email industry benchmark reports. [si_guide_block id="5508" title="Download our Premium Resource – Email marketing strategy guide" description="This comprehensive guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creative and copy."/] The new "Email Addiction" consumer research report just published by Zettasphere and Emailmonday provides an answer. The report is based on results of a consumer survey and sought to get…

When hyper-personalized emails miss the mark, they aren’t just ineffective — they’re downright unsettling.

To assess the effectiveness of personalization, my company conducted a real-world experiment. We paid a couple thousand dollars for a couple hundred hyper-personalized emails and then measured their successes against a similar number of generic and relevant emails. As it turned out, those run-of-the-mill emails performed better than the personalized ones by a substantial margin. Why is that? Well, the truth is that most marketers believe that they know who their target audience is, so they integrate that knowledge into an approach that uses personalized emails that they feel is most effective. When these hyper-personalized emails miss the mark, they aren’t just ineffective, they’re downright unsettling. According to a RichRelevance study, despite mostly enjoying personalized experiences from brands, up to 75% of US consumers deemed most forms of personalized business communications…

Are you struggling to measure the impact of your email program and is reporting taking too much time?

Then, you might want to consider tracking your email efforts in Google Analytics (GA). Here are ten rock-solid, performance-driven reasons why you should do just that:

1. Capture Email KPIs After the Click

“Don't skip this part - what happens after that email click will either deliver high conversions or kill the most valuable offer you ever had.”

Avinash Kaushik, Digital Marketing Evangelist, Google

Most Email Service Providers (ESPs) offer a fairly standard set of metrics that track the performance of your email, including open, click-through, bounce rates and unsubscribe rates.

What is really rare?

Insights about user behavior after the click.

Why would you need after-click insights?

Email is a core digital channel and marketers spend a great deal of time building their mailing lists. In fact, list building is a top challenge for most marketing specialists. Because it…

When it comes to your email marketing channel, the key to realizing and implementing this sales approach is through prospect segmentation, the more specific, the better.

I see it way too often: companies going for the quick sale. They do it before they even get to know you. It’s like a salesperson at a retail store, immediately after you walk in, saying ‘Hi - I know just what you need, and it’s right over here!’ Big time turn off. Plus, you’ll probably never go back there again. Such ‘push’ selling is dead and has been replaced by personalized selling approaches. When it comes to your email marketing channel, the key to realizing and implementing this sales approach is through prospect segmentation, the more specific, the better. [si_blog_banner_cta] In case you’re still a doubter, here are some compelling statistics from email automation vendor Mailchimp: Opens for segmented email campaigns are 14.3%…

Marketing AI implies the art and science of personalized marketing in an age where creativity and simple data collection are not enough to drive your business forward

Not long ago, the marketing process was seen as a human endeavor perfected through several cases of trial and error. The idea of automation streamlining the marketing process looked like science fiction. But with the dawn of the Digital Age, new technologies are transforming the marketing landscape. One such technology is Artificial Intelligence (AI).

Introducing artificial intelligence

The first breakthrough of AI was in 2016 with the introduction of machine learning. It is basically the next logical step in computing: A program that can figure out things for itself. In other words, it is a program that can reprogram itself. [si_guide_block id="87369" title="Download our Premium Resource – AI and machine learning for marketing" description="The guide aims to help businesses of all sizes to apply to their marketing, focusing…

Chart of the Week: 43% of organizations are "holding steady" when it comes to the effectiveness of their email marketing

Email remains to be one of the most popular marketing channels, helping marketers to reach a wide audience, convert leads and re-engage existing customers. However, the fact that it is so heavily used by marketers means that it comes with a number of challenges, which are resulting in variations in terms of the results that marketers get. When it comes to marketers’ email marketing effectiveness, 43% reported that their effectiveness is holding steady. Demand Metric and Validity’s the State of Email Marketing 2019 report revealed that more marketers are “holding steady” compared to 2018’s 37%, however, this seems to be because fewer respondents are reporting an increase in the effectiveness of their email marketing. [caption id="attachment_146623" align="aligncenter" width="939"] [Email marketing…

Chart of the Week: Only 57% of personal emails are now being opened by recipients and just 37% are viewed as being useful

People are now spending less time checking their emails, according to research from Adobe. Personal emails have seen the biggest drop since 2016, in terms of minutes spent checking them, following a small increase in 2018. When it comes to business emails, while they are checked less than in 2016, they have seen an increase in minutes being spent looking at them compared to 2017 and 2018.

Personal versus work emails

In terms of open rates, people are a lot more likely to open work emails than personal emails. Around 80% of work emails are opened on average, with 59% of work emails being deemed useful by recipients. In fact, people spent three hours or…