5 Email Marketing Trends We'll See in 2016
Posted: Tue Dec 03, 2024 8:55 am
What will Email Marketing be like in 2016? Every year we are faced with the same question. What is clear is that the digital market is a changing market , which forces marketers to adapt every year in order to have a real competitive advantage.
Year after year, companies are looking for new ways to understand users in order to communicate with them as assertively as possible. If you are still wondering why email marketing is relevant to your digital campaign, it is important to know that, according to the consultancy Smartec, 54% of marketers consider email marketing to be the most effective and easiest type of digital marketing .
In this post, we will tell you what this new year has in store for a sector that is increasingly dynamic and, often, unpredictable. Here are 5 trends that we will see in Email Marketing in 2016 :
1. Micro-segmentation: the segmentation of segmentation.
Effective email marketing is that which provides users with the information they need, respecting their interests and taking advantage of their behaviors and habits in the purchasing turkmenistan business email list cycle. This means that it is increasingly important to classify our users and define their behaviors in order to provide them with what they want or need: personalized information and treatment.
What do we mean by micro-segmentation ? Taking segmentation to the extreme. That is, dividing the target audience of a product or service into the smallest possible, almost unique parts.
Example:
The same email is sent to 250 people in a database.
Of the 250 people who receive the email, 200 open it .
We segment according to whether the users have purchased a product or service as a result of opening the email, or have not purchased anything.
-100 users made no purchase
-100 users bought something
Now, we “segment the segmentation” already done to differentiate what type of purchases have been made. What products have the users bought?
-40 users bought a mobile phone
-25 users bought a PS4
-35 users bought battery chargers
Once segmented by product, we carry out another micro-segmentation, where depending on the purchase they have made, one email or another will be sent to them:
-those who bought mobile phones-> emails related to mobile accessories
-those who bought a PS4-> emails related to games or accessories
-those who bought battery chargers-> emails related to new notebook models on offer.
Micro -segmentation in Email Marketing consists of re-segmenting these groups into even smaller groups. That is, we could now re-segment again, according to the games, accessories or new notebook models they have purchased to get a more defined user and adjust to their more specific interests.
Without a doubt, in 2016,It will not be enough to segment by demographics or gender, but marketers will have to go further to offer each of the micro-segments what they need.
2. Email trigger: Automated hyper-personalization.
The email trigger technique is nothing more than an automated hyper-personalization technique, which involves a relationship action with the client that is automatically activated when a certain situation occurs. A clear example could be a Welcome Email when you sign up for a Newsletter, or when an email is sent to a user to congratulate them on their anniversary. It is the opposite of mass mailings: a technique to reinforce your brand, promote specific products or services, create trust and make the user feel important. In short, a component that is increasingly present in email marketing and that will be a very important element in email marketing strategies in 2016. 3. Must have 2016: Responsive Design. 2015 has been the year of Responsive Email Design, and 2016 will continue to be so. Over the past two years we have been stressing the importance of adapting email to the mobile screen. Not only is it still just as important, but in 2016 it is expected that even the design of emails will be designed for mobile screens first. Many people predict that mobile phones will become the first screen to access digital information , taking the top spot from desktop computers. This leads us to believe that companies will start to create sites that are not only responsive, but also exclusive for this type of device. In addition, the design should not only be mobile-friendly, but the content should be as well. Users who use mobile devices want to obtain content quickly and easily. For this reason, emails should be simple, without excessive text and with few attachments so as not to slow down the download. The big trend for the coming year is the use of preheaders , which is the text that is displayed just below the subject of the message and is very useful on mobile devices. 4. More importance to movement Videos, GIFs , animated emoticons and other elements that contain movement will gain importance in 2016 in emails. These types of elements make our inboxes more colorful, expressive and at the same time more accessible. The good use of these moving images attracts the attention of subscribers and, as a consequence, increases the chances that they will click and access our products or services. If you still don't incorporate these types of images in your emails... don't be left behind and start the new year with a lot of energy in your emails!
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email-marketing-trends-2016.gif
5. More connection between emails and social networks: use of the #hashtag in the subject line
Emails increasingly include the possibility of accessing social networks. An element that is becoming very important since social networks provide precise data about our consumers that we can use to offer them content, promotions and news tailored to their profiles.
In addition to having a close connection between one channel and another, in 2016, email will begin to use more frequently typical elements in the use of social networks. A clear example of this is the use of the #hashtag in the subject line of emails . An email that contains valuable content, but the subject line is not eye-catching, will hardly have a good opening rate. Therefore, we must make it as eye-catching as possible, and the #hashtag allows us to do this. It is a clear example of a call to action that is attractive in the eyes of the user. We use the #hashtag continuously on our Twitter, Instagram, even on our Facebook. So, why not use it in our emails too? According to SalesForce, the use of #hashtags in subject lines is a direct connection between social media and email marketing. It is a trend that has been growing during 2015 and that seems to cause higher open rates due to the great popularity of the use of the symbol in social media. It is not yet a widely used element by companies, in fact only 1% of emails to consumers include #hashtags in their subject lines, but it seems that in 2016 it will be a promising element. In short, Email Marketing is more alive than ever, and it seems that it is beginning to adapt to a new situation based on Cross-Channel, which involves merging and strengthening all possible channels to have an effective and successful marketing campaign. Different studies indicate that segmentation and personalization will be the priorities of marketers in 2016. However, we must not forget that we are talking about a channel that is increasingly a meeting point between other channels, which makes it a key piece. Cross Channel will undoubtedly be a key element in digital marketing strategies for the coming year, and email marketing will play a crucial role.
Year after year, companies are looking for new ways to understand users in order to communicate with them as assertively as possible. If you are still wondering why email marketing is relevant to your digital campaign, it is important to know that, according to the consultancy Smartec, 54% of marketers consider email marketing to be the most effective and easiest type of digital marketing .
In this post, we will tell you what this new year has in store for a sector that is increasingly dynamic and, often, unpredictable. Here are 5 trends that we will see in Email Marketing in 2016 :
1. Micro-segmentation: the segmentation of segmentation.
Effective email marketing is that which provides users with the information they need, respecting their interests and taking advantage of their behaviors and habits in the purchasing turkmenistan business email list cycle. This means that it is increasingly important to classify our users and define their behaviors in order to provide them with what they want or need: personalized information and treatment.
What do we mean by micro-segmentation ? Taking segmentation to the extreme. That is, dividing the target audience of a product or service into the smallest possible, almost unique parts.
Example:
The same email is sent to 250 people in a database.
Of the 250 people who receive the email, 200 open it .
We segment according to whether the users have purchased a product or service as a result of opening the email, or have not purchased anything.
-100 users made no purchase
-100 users bought something
Now, we “segment the segmentation” already done to differentiate what type of purchases have been made. What products have the users bought?
-40 users bought a mobile phone
-25 users bought a PS4
-35 users bought battery chargers
Once segmented by product, we carry out another micro-segmentation, where depending on the purchase they have made, one email or another will be sent to them:
-those who bought mobile phones-> emails related to mobile accessories
-those who bought a PS4-> emails related to games or accessories
-those who bought battery chargers-> emails related to new notebook models on offer.
Micro -segmentation in Email Marketing consists of re-segmenting these groups into even smaller groups. That is, we could now re-segment again, according to the games, accessories or new notebook models they have purchased to get a more defined user and adjust to their more specific interests.
Without a doubt, in 2016,It will not be enough to segment by demographics or gender, but marketers will have to go further to offer each of the micro-segments what they need.
2. Email trigger: Automated hyper-personalization.
The email trigger technique is nothing more than an automated hyper-personalization technique, which involves a relationship action with the client that is automatically activated when a certain situation occurs. A clear example could be a Welcome Email when you sign up for a Newsletter, or when an email is sent to a user to congratulate them on their anniversary. It is the opposite of mass mailings: a technique to reinforce your brand, promote specific products or services, create trust and make the user feel important. In short, a component that is increasingly present in email marketing and that will be a very important element in email marketing strategies in 2016. 3. Must have 2016: Responsive Design. 2015 has been the year of Responsive Email Design, and 2016 will continue to be so. Over the past two years we have been stressing the importance of adapting email to the mobile screen. Not only is it still just as important, but in 2016 it is expected that even the design of emails will be designed for mobile screens first. Many people predict that mobile phones will become the first screen to access digital information , taking the top spot from desktop computers. This leads us to believe that companies will start to create sites that are not only responsive, but also exclusive for this type of device. In addition, the design should not only be mobile-friendly, but the content should be as well. Users who use mobile devices want to obtain content quickly and easily. For this reason, emails should be simple, without excessive text and with few attachments so as not to slow down the download. The big trend for the coming year is the use of preheaders , which is the text that is displayed just below the subject of the message and is very useful on mobile devices. 4. More importance to movement Videos, GIFs , animated emoticons and other elements that contain movement will gain importance in 2016 in emails. These types of elements make our inboxes more colorful, expressive and at the same time more accessible. The good use of these moving images attracts the attention of subscribers and, as a consequence, increases the chances that they will click and access our products or services. If you still don't incorporate these types of images in your emails... don't be left behind and start the new year with a lot of energy in your emails!
email-marketing-trends.jpg
email-marketing-trends-2016.gif
5. More connection between emails and social networks: use of the #hashtag in the subject line
Emails increasingly include the possibility of accessing social networks. An element that is becoming very important since social networks provide precise data about our consumers that we can use to offer them content, promotions and news tailored to their profiles.
In addition to having a close connection between one channel and another, in 2016, email will begin to use more frequently typical elements in the use of social networks. A clear example of this is the use of the #hashtag in the subject line of emails . An email that contains valuable content, but the subject line is not eye-catching, will hardly have a good opening rate. Therefore, we must make it as eye-catching as possible, and the #hashtag allows us to do this. It is a clear example of a call to action that is attractive in the eyes of the user. We use the #hashtag continuously on our Twitter, Instagram, even on our Facebook. So, why not use it in our emails too? According to SalesForce, the use of #hashtags in subject lines is a direct connection between social media and email marketing. It is a trend that has been growing during 2015 and that seems to cause higher open rates due to the great popularity of the use of the symbol in social media. It is not yet a widely used element by companies, in fact only 1% of emails to consumers include #hashtags in their subject lines, but it seems that in 2016 it will be a promising element. In short, Email Marketing is more alive than ever, and it seems that it is beginning to adapt to a new situation based on Cross-Channel, which involves merging and strengthening all possible channels to have an effective and successful marketing campaign. Different studies indicate that segmentation and personalization will be the priorities of marketers in 2016. However, we must not forget that we are talking about a channel that is increasingly a meeting point between other channels, which makes it a key piece. Cross Channel will undoubtedly be a key element in digital marketing strategies for the coming year, and email marketing will play a crucial role.