In today’s digital marketing environment, social media appears to be leading the pack. Despite this, email has been found to earn more ROI at 3,800%. A factor to this success is its broad number of users. It is moreover expected that the number of email users will be at 4.3 billion by the year 2022. The future sure has something new in store for email marketers.
What is Email Marketing?
Email marketing is promoting products or services through email. But email marketing isn’t finite as that. It can be used to develop and build lasting relationships with existing customers and at the same time, reach out to potential customers. Email marketing also allows businesses to keep their customers informed, and to personalize their marketing messages correspondingly.
Fast Facts: Email Marketing Stats You Should Consider 2019 Onward
- In 2017, 3.7 billion email users were being amounted globally. This figure is projected to 4.3 billion by 2022. (Statista, 2018)
- There were 269 billion emails sent and received each day of 2017. This figure is projected to increase to 333 billion in 2022. (Statista, 2018)
- 81% of businesses look to email as their primary customer acquisition channel and 80% for retention. (Emarsys, 2018)
- 59% of marketers believe that email marketing drives them the highest ROI. (Business Wire)
- You can expect an average return of $32 for every $1 you spend on email marketing. (DMA, 2018)
- The average open rate for welcome email is 82% (GetResponse, 2017)
- Sending 3 abandoned cart emails results in 69% more orders than a single email (Omnisend, 2018)
- When it comes to devices, 49% of all emails are opened on mobile devices. (IBM, 2018)
Considering the marketing statistics above, we’ve put together some ways to leverage marketing technology to keep both you and your subscribers satisfied.
Automation and Personalization
This trend is already a well-known one, but automation and personalization are here to remain. Automation and personalization go hand in hand. Automatic email campaigns are set up once and sent out when triggered by a subscriber’s behavior. An example of this is when a certain customer leaves a browse campaign without completing the checkout flow, the customer will receive an email regarding the incomplete checkout process. Both are automated and personalized based on a customer’s behavior. This email will then feature the specific product the customer walked away from and the chance to complete the checkout process.
Moreover, automation isn’t just making tasks easier; it also helps generate personalized messages to targeted audiences. Your prospects and clients should only be getting relevant messages that are of interest to them at the right time.
Artificial Intelligence (AI)
Artificial Intelligence and machine learning are a computer’s method of using a given set of data to effectively perform a specific function through trial and error. With its three Ds namely Detect, Deliberate and Develop, AI can work out things for itself. AI can detect and discover which properties or components in a set of data are the most predictive and figure out which to pay attention to and which to ignore. Of the collected data, AI can deliberate the most predictive attributes against each other to make a recommendation or answer a question. Through machine learning, a subfield of Artificial Intelligence, AI can program and reprogram itself, mature and develop with each iteration. It can alter and evaluate data based on information or results of experimentation.
Data Privacy and Security
Latterly, hacking and misuse of personal data have afflicted the world. Governments worldwide are taking more assertive assessments against such difficulties. Data privacy and security isn’t a trend but an enforced policy that is vital to comply with or risk hefty fines. For marketers, this necessitates being more careful and aware of their future campaigns if they want to have an international consumer base.
Enthusiasm for email interactivity is at an all-time high. Interactivity comes in many styles —such as forms, reviews, carousels, hotspots— but the most actionable way to use interactive elements is when asking for customer feedback. How frustrating is it to click an email with a star rating, only to open a browser? Allowing subscribers to click in an email and activate additional content within that email reduces friction by not forcing them to visit a website or app.
As predicted, email interactivity was one of the biggest design trends in 2018 and is expected to offer lots of opportunities to marketers this year and beyond.
For your email strategies to continue working in the future, you must keep in mind these trends and consider the statistics above as well as learn more about it. It also helps to have an open mind about other expected changes on the horizon. Learn more with us. Contact us today for your email marketing strategies!