Is Your E-mail Marketing Optimized for 2019 Trends?

E-mail marketing is constantly evolving and AccuList USA tries to keep our e-mail list and e-mail marketing services clients up-to-date on the latest tactics and best practices. A good overview of trends for 2019 was recently supplied in a Business2Community post by Rohit Munipally. The value of e-mail targeting and list segmentation is so clear that it will be a given for smart marketers in 2019. Munipally cites HubSpot research showing that e-mails that are relevantly segmented and targeted account for 58% of all e-mail earnings and increase profits up to 18 times more. When combined with automation, e-mail content power is further enhanced. For example, if a contact hasn’t opened an email for an extended period, they can be dropped from deployments, while a contact who has visited a web page several times or opened multiple e-mails can receive relevant automated e-mails prompting action. In fact, global automated e-mail marketing alone is expected to account for $2.7 billion in spending by 2025, Munipally reports. Watch for acceleration of the trend away from graphics-heavy e-mail designs in 2019. Research shows e-mail users prefer plain text over HTML-style e-mails because plain text e-mails resemble a personal message that would be sent by a family member or friend. Also expect to see interactivity dominate over product display next year. Response data favors interactive e-mails that encourage engagement through quizzes, surveys, games, contests, GIFs, and call-to-action messaging that lets recipients shop, edit an order, update a wish list, send a shipping confirmation, etc. Story-telling also has proved itself as a content-engagement tool. E-mails that begin with a story that grabs the reader and then leads into value and offers are highly influential when delivered to a relevant audience (again underscoring the value of targeting and segmentation). Mobile optimization also will be essential for success in 2019, with 53% of e-mails opened via mobile devices and 75% of gmail users viewing accounts on mobile devices. And since consumers demand content that is relevant and personalized whether viewed on a computer or mobile device, data use must go beyond first-name inclusion to information unique to the account or buyer persona. Plus, next year should see growing use of AI for everything from targeting, subject line choice, image selection, and more. To illustrate the power of AI, Munipally reports that Adobe recently developed an AI technology with a series of sophisticated algorithms based on e-mail campaigns and audience behaviors, resulting in e-mail users opening nearly 80% of work and 60% of personal e-mails. See our blog post at http://www.acculistusa.com/is-your-e-mail-optimized-for-best-2019-performance/