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In the email marketing industry, it’s important to always be looking ahead, keeping an eye out for what the next major trend will be and what the new strategies and tech will bring to add value. Site Impact has always been invested in making sure that we know exactly what’s going on in the channel, and how it’s going to evolve moving forward. As November heads to a close, and the holiday shopping season gets started, it’s a good time to look into what will factor into 2020’s best practices.
Instagram influencers, YouTube reviewers, and other user-generated material has become a more and more important consideration for brands of all sizes. And that content is incredible for email; using email as a distribution channel for positive reviews, demos, and other content your existing customers and prospects have created really just makes sense. The slickest ad campaign in the world isn’t going to come across as more trustworthy than a volunteer using your products and offering up their honest feedback. It also comes at little or no cost to brands to use that content, making it beneficial to the bottom line in multiple ways. We expect to see savvy brands really take the lead on this trend in email.
We’ve talked before about how most of the email platforms are developing and adapting to enable interactive content to show up: whether that’s animation, or even embedded sites, companies like Google and Yahoo and even Microsoft and Apple are looking to give a full experience to both recipients and senders. This technology is going to really revolutionize how email campaigns play out and what brands can do with them, and as it rolls out more conclusively in 2020, brands need to get on board fast, and make the leap into putting it to its best usage.
Automation has steadily become more reliable and accessible for email marketing applications since its initial development, and heading into 2020 that trend is only going to continue. With several email providers building up automated programs that incorporate AI and machine learning, and other tools coming into play that make it easier than ever for a brand of any size to jump into email with a fairly high degree of confidence--and a fairly low time commitment--the field is only going to get bigger. Expect to see more and more automation tools coming into the market, and more sophisticated ways to “set it and forget it” when it comes to email marketing.
These three trends are going to be some of the primary drivers of development in the email marketing industry heading into 2020, and for good reason. Automation makes it much easier for brands of any size to maintain a robust email program without having to constantly monitor and tweak and change it. User-generated content is what consumers want to see, and email is the perfect distribution channel for it--not to mention that it provides low-cost content for your campaigns. Interactive features in email will help keep consumers engaged and also make it easier to get the conversion by allowing you to make it happen right there in the email itself. Contact Site Impact to hear how we’re always preparing for the future.
