Email may look an inert channel where changes don’t hurry up to penetrate. But don’t get mistaken by this seeming lethargy – marketing trends affect emails as well as other means of communication. The last year presented some new solutions and updates, meaning marketers have so much to look for in 2020.
We’ll take a brief look at the main trends of the upcoming year and explain why their adoption will be important for a great email marketing performance. Surely, it’s not that you need to employ all of them straight away, regardless of what your current email strategy is. But keeping an eye on the industry shapers might be key to success – as they say, forewarned is forearmed.
First, let’s see what changes email content will undergo in 2020.
Fashion, beauty, and fitness industry have long turned to more inclusive choice of models with different body types and appearances. Some brands introduce collections to provide for special-needs customers. Models of different ethnicities, gender, age, and physical condition can be found in email campaigns of major brands from Reebok to Tommy Hilfiger.
This’s not only ethically and socially significant shift, but also a source of new revenue, as new groups can be integrated in the brand community. Hijab-wearing, gender-fluid, curvy, wheelchair, over 60s, with conditions – new models resonate with more customers and position the brands that feature them as progressive and open-minded.
Environmental commitment is a big thing these days. From pet toys to luxury watches, all brands try to demonstrate their eco-friendliness by using recycled products, organizing second-hand garage sales, and reducing their carbon footprint.
Now, in almost every email you can find a piece of text dedicated to show how sustainable a brand is. 100% water-neutral, 100% carbon-neutral, 700,000 pieces recycled, etc. – brands committing to environmental protection in any way (or just planning to do so) make sure the subscribers know about it.
- User-generated content.
The quality of modern smartphone cameras allows anyone to make great images, which turns any customer of yours into a potential designer for email campaigns. As a result, many companies, especially from fashion, beauty, food, and sports, have accepted the practice of inserting user’s photos into their campaigns.
This method has a lot of advantages. First, the models and settings are always unique and original. Second, photos by the subscribers demonstrate how the product works in real life. Third, they promote brand recognition and encourage customer loyalty. So next time you’re planning a campaign consider adding there some custom images by your committed audience.
Multilingual content has become a necessity for international brands which have customers in every corner of the world. The bigger your market coverage, the harder you need to work on personalization. And messages composed in the customer’s native language have become an important element of such personalization for some time now.
If you’re not ready to adapt your whole email strategy to a new language, start slowly with short campaigns that are not rich in text, like welcome emails, confirmation, birthday messages (especially advisable). Consider running an A/B test to see how the multilingual content affects the overall performance of campaigns.
- Location-based email marketing.
Further to personalization, geomarketing (geotargeting, geofencing) will keep on making its way in digital marketing in 2020. Campaigns with location-based offers deliver more targeted content to the right people at the right time. It may be of use to create a seamless shopping experience, both online and offline.
For example, you’re a big coffee company with multiple stores around several countries. You send a Super Bowl campaign and add a promo with 60% off all desserts for the customers from the US (Super Bowl is the national event mainly in the USA). Not to bother your Polish or Chinese subscribers with the irrelevant content, segment your contact base and send the campaign only to those who can actually take advantage of it.
But email marketing shall not live by content alone. There has been at least one technical upgrade that can spice up the email design a lot. And we’re talking about AMP.
- AMP for Email.
AMP (Accelerated Mobile Pages) support for emails has been announced by Gmail two years ago, but it’s only in mid-June of 2019 when all marketers got access to the functionality. And starting from January 2020, AMP is supported on mobiles as well.
The main achievement of this technology is that it enables subscribers to perform certain actions straight in the email body without downloading extra pages. Such actions include:
- real-time comments (Google Docs users already use the solution);
- purchase completion;
- registration for an event;
New ways of AMP employment would appear as marketers and designers get more understanding of the technology. And the better you’d learn to adapt it for your business needs, the more advantage you’ll have over your competitors.
- Mobile Friendliness.
It may seem that in 2020, when up to 75% of users use mobiles to open emails, there is no need to point out the necessity of mobile optimization. However, if you enter your Inbox from a smartphone we bet you’ll find quite a lot of distorted layouts and broken images. The senders of such emails didn’t put enough effort to ensure a proper display on both PC and mobiles. Don’t repeat their mistakes.
There will be much more solutions, aside from the mentioned above, that would shape the email marketing in 2020: AI, AG, web tracking, storytelling, gamification, advanced interactivity, etc. With technologies evolving by leaps and bounds, new tools and services appear on a regular basis. And the task of a good email marketer is not to tear around but to choose the solution(s) that would fit their particular needs and goals.
Author Name: Iuliia Nesterenko
Bio: Iuliia Nesterenko is a contributing writer at eSputnik. Her focus is on exploring current digital marketing trends and describing new strategies for email marketers.