You might have heard that email marketing is dead. However, numbers do not actually support this. According to Statista, it is estimated that email usage will grow by 2-3% yearly between 2018-2023. That’s why you want to know about email marketing trends in 2020 and beyond.
Did you know that more than half of the world’s population uses email already? Social media marketing might get all of the attention. However, globally, there are more people opening emails than there are scrolling on Instagram. In fact, there are about 400 million more email users than people on every social media platform combined.
In order to stay on top of this powerful trend, you need to be aware of these email marketing trends in 2020.
Email Marketing Trends In 2020: Enter Smart Speakers
It’s no secret that the way we use the internet is changing. It will continue to evolve in the 2020s. Smart speakers like Alexa have become a staple fast. Keep in mind that Alexa has only been around since 2014.
These smart speakers can be helpful for users. Busy professionals can use them to listen to their emails as they complete other tasks. This increases their productivity.
However, they also help those with sight impairments. In many wealthy countries, the population is aging. This often involves vision loss. For these big populations, smart speakers like Alexa or Amazon Echo can be very helpful.
As audio becomes more important, email marketers will have to adapt. So, they will have to optimize emails for audio playback. You can do this by using clear copy. You can also avoid incredibly difficult words.
According to IBM’s 2018 Marketing Benchmark Report, about half of emails are opened on mobile devices. In some industries over half of all emails are opened on mobile. This is true in Marketing.
Optimizing for mobile is more important than ever. Google itself is even moving toward mobile-first indexing. Your emails need to be mobile-optimized.
Optimizing email campaigns for mobile presents some issues. However, it also opens up new opportunities. This is because mobile devices can offer a more interactive experience than desktops. For example, emails can include:
- Animated CTAs
- Interactive product carousels
- Roll-over effects in HTML
AI and Data
Email marketing trends in 2020 and beyond will include AI and big data. These will likely come to influence our lives more over time. AI can already be seen in email marketing today.
One place AI is used is in choosing subject lines for emails. Subject lines are critical to email marketing campaigns. However, it is likely that AI’s influence will grow.
Today, AI is mostly limited to subject lines. However, eventually, AI will make all email content. This will include copy and images too.
The Rise of User-Generated Content
Huge brands like Glossier and White Claw have built cult-followings. They have done this with user-generated content. The takeover of UGC is a big marketing trend. However, it will also be one of the big email marketing trends in 2020.
Especially amongst the younger shoppers, authenticity is key. They respond well to brands they can relate to. Above all, they want interaction. They also don’t like a lot of classic sales tactics.
Businesses have to talk to them exactly how they want to be spoken to. This can be a lot to figure out.
This shift in consumer wants presents some challenges. However, it also provides marketers with opportunities. There are more ways to reach people than ever. On social media, people can get involved in a snap.
The Importance Of Authenticity
One way to create a more authentic brand is to use user-generated content. This is mostly seen on social media. However, it doesn’t have to stop there. You can apply this to emails too.
Fans create UGC. So, this content is free to you. It also takes none of your time to make. It also allows fans a fun way to interact with you. Spotlight this content to make your fans feel appreciated. This makes the consumer-brand relationship stronger.
Glossier, for example, has built an entire brand using UGC. They include their fans all the time.
They show how easy it can be to get users involved. For example, In this tweet, they asked for selfies from fans who are wearing their products. Then, they shared their pictures.
When it comes to emails, UGC such as reviews and endorsements can apply. Consumers tend to be suspicious of the motives of businesses. However, they trust the opinions of their peers. This is why reviews matter so much.
How To Use User-Generated Content In Emails
You can also use email marketing to inspire and promote UGC. You can easily put a survey or other feedback form at the bottom of any email.
For newer brands, it can be more of a challenge to get consumers to engage in this way. Offer prizes or discounts in exchange for reviews. You can also hold contests.
Shifts in Data Protection And Spam Rules
In 2018, GDPR’s entry into the digital world was a huge moment. It affects companies all over the globe. This is because GDPR gives data protection agencies extraterritorial jurisdiction.
Also, since the EU debuted GDPR, a number of other nations have begun to retool their approaches to data protection. These include Canada, New Zealand, and Australia.
Email Marketing Trends In 2020 will be dominated by these shifts. Discussions about what data companies can collect will be everywhere. Another big question will be how they can use this data.
California Is Moving To Protect Consumers
In 2020, the California Consumer Protection Act will come into play. It’s called America’s GDPR. 2020 might also be the year that new California anti-spam laws come into effect. These will change how many businesses operate.
You might be wondering why regulations in one state have such large implications for the entire US. It is because California is the most populous state in America. It has roughly 40 million residents. Currently, 1 out of every 8 Americans is from California.
Based on population alone, California is important to marketers. It is also unlikely that businesses will make one set of protocols to comply with California’s regulations, but follow another for other states. In practice, it makes more sense to apply California’s laws to America as a whole.
Final Thoughts On Email Marketing Trends In 2020
Email marketing trends in 2020 and beyond will be shaped by some major shifts. These include changes in technology and consumer wants too. Buyers want brands to feel real to them. Interaction is key. Automation will also change how marketers do business.
Marketers will have both less and more to do than ever before.
Laws on data protection will also be influential. They will change how the whole world does business. More will likely come into play in the future. Different countries may have different approaches to data protection in the future too.
It is important for marketers to stay on top of all of these big changes. They will have far-reaching effects on the industry in the future.
Which email marketing trends in 2020 will you be keeping your eye on most? Comment below…