Email marketing gets a boon couple of years back where a striking sales letter do the trick. We all know the story of the sales letter of the wall street journal. That two-man story made wall street journal a business of $1.5 Million.
But that was the different time with different lifestyle and different type of people. Now is the time where customers have too much power. Every company needs to respect that power or they might lose everything. Yes, this is the power of customers now.
In this dynamic market, email always has a distinct advantage. The main area of focus is how you can leverage that platform. From this post, you will learn the trends of email marketing that will rule the year 2018.
So, what are we waiting for?
Well, nothing, I am just getting started. Here you go,
The Battle Of Two Theories
There is a silent battle going on. We all started it but we don’t know what exactly caused it. So, what are those theories? The email marketing is juggling right now in between two scenarios. These scenarios are,
- An email will either be more genuine and human.
- Email marketing will be handled completely by machine learning and AI.
So, who will win the battle? If we are lucky, we will see that this year.
Now, let’s get back to the trends that can help you in spreading your business. I have divided these trends into two different sections. The first section is human side of email marketing and the other section is the AI side of email marketing.
Let’s see which one will help you this year.
The Human Side Of Email Marketing Trends 2018
2017 was full of marketing content. It was like flooded to your user’s inbox. This is the reason most of the email marketing experts reckon that it is time to move back to the pitch of sincerity, empathy, and the real human connectivity. Let’s have a look at the human side of the email marketing trends for 2018.
l Personalisation of Emails
Getting more personal is the new way to email your prospects in 2018. Use of “First Name” is recommended by many email experts such as Samantha Anderl of Campaign Monitor, Chad S. White of Litmus, and Alex Williams of Trendline Interactive.
So, if you want your emails to be engaging, the first step goes by the first name of your recipient. Vicky Ge of Amazon states clearly that, “The First Step To Personalization is to think like a person”.
So, you need to understand what your prospects value most in the niche of your business. Remember, only these types of content can convert for you. If you don’t care what your prospects want, then don’t expect much from them as well. Providing resources is the new approach and if you can’t suffice that, you cannot draw their attention towards you.
l Conversions Are Old School. This Is Conversation Era
Honestly, this is one of the most important aspects where you need to change the way of your thinking as a marketer. In digital marketing realm, we always believed that conversions are always the priority. And it was until 2017. Now is the time of change.
Conversation is the new approach which will give you everything you want. The old marketing funnel model is dead. It is dead for good. There is a new structure which you need to follow to grow your reach via email marketing. It includes Adoption, Retention, Expansion, and Advocacy. So, from now on, no cherry picking. It is all about maximizing the overall value of your loyal customers.
l No Trickery Allowed, Use Empathy Instead
Imagine a simple scenario. You open your inbox and find dozens of emails. One of them offers you a mind-boggling offer of some product you love. When you open that mail and visit their website, you didn’t find anything but only other products with the same rates. Tell me, how are you going to react? You know the answer right?
So, my point is trickery to make a visit will persuade the user for only that one visit. After that, you can never trick him again. 2018 will be all about empathy. Leave trickery behind and adapt to the new order. Customers are smart and they know how to differentiate spammers from the genuine. Don’t be a spammer and share value and welcome their thoughts on that. Don’t weigh anything on your customers whether it is a value or a product or a service.
The AI Side Of Email Marketing
Automation is the aspect battling to be in the mainstream of email marketing. There are several speculations regarding AI and machine learning application in email marketing. To be honest, AI is one of the best tools as the amount of data is humongous. Such amount of data is almost impossible to handle manually.
This is the reason, AI is preferred. Let’s have a look at the trends that will rule in 2018 for email marketing automation.
l The Trust In Software Will Increase
If you believe Cristian Rennella of oMelhorTrato, he gets their conversion increased by 21.3% in just 5 months of AI usage in their email marketing. He believed that sooner or later AI will be the only way to quickly respond to your customers. The response time automatically motivates the customer and hence draw him/her to your business.
There are many AI email platforms to test for your email campaign. You can check which one is ideal for you and then give them a go for 2018.
l Omnichannel Email Strategy
The interconnectivity of your marketing channel and their data is evolving in 2018. Many of the email marketers believe that AI email marketing is beyond automation. The Email marketing tools are also improvising on their reporting.
According to Josep Garcia Bonilla of WebsiteToolTester, email marketing will get an active role as the segmentation applications will be developed. They will also become a reliable source for information that needs to be shared with customers and visitors.
What Do You Think?
So, what are your thoughts on the email marketing trends? Mention that in comments and I will be more than happy to learn new things. Let’s see what we learnt from this post in a conclusive summary.
- Getting more personal is the new way to email your prospects in 2018. if you want your emails to be engaging, the first step goes by the first name of your recipient. you need to understand what your prospects value most in the niche of your business.
- Conversation is the new approach which will give you everything you want. The old marketing funnel model is dead. A new structure includes Adoption, Retention, Expansion, and Advocacy.
- Leave trickery behind and adapt to the new order. Customers are smart and they know how to differentiate spammers from the genuine. Don’t be a spammer and share value and welcome their thoughts on that.
- There are many AI email platforms to test for your email campaign. You can check which one is ideal for you and then give them a go for 2018.
- The interconnectivity of your marketing channel and their data is evolving in 2018. Many of the email marketers believe that AI email marketing is beyond automation.