How Email Marketing Will Change in 2018

How Email Marketing Will Change in 2018

How Email Marketing Will Change in 2018

Every year, Internet users are bombarded with more content than they’ve ever seen before, including through emails. Although it is becoming more difficult to reach prospects by email, if you are able to do it well, the rewards pay off. To be as effective as possible, email marketers need to start planning for 2018 now and start updating their approach.

1. Campaigns Will Be Based Around Data

Email marketers should already be relying on data, but metrics will become yet more important in 2018. To reach your audience in this competitive field, you can no longer rely on intuition for any decision. Marketers need to examine how recipients interact with every one of their emails to figure out how to increase open rates and click-throughs.

You will also need to turn to data to determine how to personalize campaigns. Gathering information about demographics and behavior will enable you to send emails that users find valuable.

2. Users Will Subscribe in a Two-Step Process

Scandals surrounding how companies handle personal data are leading to more regulations. A major example of this is the General Data Protection Regulations in the EU — but this is just the start. Even businesses with customers outside the EU need to take notice, both to prepare for similar changes elsewhere and to maintain their reputation.

One of the best strategies is to implement a two-step signup process for users who want to receive your newsletter. This means that after visitors provide you with their contact information — for instance, to download premium content — they must specifically opt in to your email newsletter. Plus, you must agree to only use the email address for this purpose.

An added advantage of this approach is that you will end up with only users who are likely to convert on your mailing list. Therefore, you reduce the number of invalid email addresses on your list and spam complaints from users who never wanted to receive your newsletter.

3. Marketers Will Stop Waiting for Unsubscribes

Another way to avoid unintentional spam is to stop sending emails to recipients who are probably uninterested. Currently, marketers rely on unsubscribes for this information. The problem is that many recipients simply delete or ignore unwanted emails. A tactic for 2018 will be to remove any users from your list who never open your messages.

4. Marketers Will Improve Popups

A huge number of websites are now using popups to encourage more visitors to subscribe to newsletters. This makes it harder for you to cut through the noise and stop being just another message that users ignore.

To keep gathering leads, marketers will need to create better popups with more effective CTAs. A trend for 2018 will be rigorous A/B testing, allowing marketers to make minor improvements until they arrive at the optimal design.

5. Marketers Will Send Emails from Personal Accounts

Instead of sending emails from a “noreply” address, more marketers are sending messages from a personal account. This show recipients that there is a person behind the brand and allows subscribers to reply directly to an email.

6. Emails Will Be More Customized Than Ever

The trend toward greater personalization will continue within email content itself. Examples of this will include:

  • Asking subscribers what they want. Including two or more different CTAs to your emails helps you find out what users are interested in. This also shows that you care about recipients as individuals and helps you deliver better-targeted content.
  • Dividing users into personas. Most marketers already assign subscribers a buyer persona. It is even better to ask recipients which of your personas they identify with.
  • Thoughtful subject lines. Clickbait subject lines may help your open rates, but they tend to reduce your click-through rates. Marketers in 2018 will think more about how to personalize subject lines to show subscribers that the message contains useful information.

7. Emails Will Feature Mailable Microsites

Microsites are interactive emails. They improve engagement with messages by offering a variety of functions within the inbox. Potential features of microsites include surveys and forms, social sharing capabilities, GIFs and videos, navigation and search, rotational banners, and real-time countdowns.

8. Marketers Will Experiment with Sending Emails at Different Times

By now, most email marketers are aware that the best time to send a message is on a Tuesday, Wednesday, or Thursday. The problem with this approach is that everyone is doing the same, meaning there is higher competition.

More marketers in 2018 will conduct their own research to find out when their unique audience is most likely to respond to emails. This will involve sending messages on different days of the week and monitoring engagement.

By applying these latest trends and tactics to your own email marketing strategy, you will see better results in 2018. In addition, keep up with everything you’ve been doing until now, such as monitoring key metrics. Remember, you should never be too concerned if you see some users unsubscribing. After all, it is easier to be successful if you are just targeting those who are most likely to become your customers.

Laura Holton
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Utilizing her knowledge of SEO and inbound marketing practices, Laura has gained significant attention for her articles and blog posts. Writing on a range of B2B topics, she helps entrepreneurs take their businesses to the next level, provides inspiration, and solves the most pressing problems small businesses face.