Why 2020 Should Be the Year of Recommitment to Email Marketing

Businesses are slowly identifying newer techniques to stay relevant and at present, they are focusing on marketing more than anything else. While 2019 has been a pretty decent year for the global entrepreneurial landscape, ambitions are fast superseding satisfactions, and companies should come up with newer marketing strategies in 2020 for scaling higher summits with considerable ease.

Why email marketing all over again?

Email marketing isn’t a new term, but its application and resourcefulness have long been misinterpreted by most marketers. However, I feel that this form of marketing will be a pathbreaker in 2020, but only if marketers are ready to recommit towards this evolved marketing mantra. 

At present, a majority of businesses are swearing by the potency of social media marketing, which is fine and comes across as quite a productive form of marketing. However, adverts posted over social media have their share of loopholes where companies cannot always determine who view their posts. Although the social texts and images can be manipulated, most of the time business cannot determine or control when and where the posts are viewed.

This is where email marketing comes back into the scheme of things as it offers extended flexibility to businesses and even the end users. First, businesses can control the content that is sent, whereas the recipient can easily control whether to see the message, subscribe to the email list or unsubscribe. Therefore, email marketing is one tool that gives viewing and interacting power to both firms and even the individuals who are on the other side of the computer.

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The evolution of GDPR and CCPA

The world is progressing at a rapid rate the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) are two of the most effective global regulatory measures that have urged or rather compelled businesses to abide by a host of regulations. Therefore, random marketing strategies with unwanted messages aren’t going to cut things for businesses. Companies will now have to share the operational methodology with the general public by precisely letting them know about the data procurement sources and even how the same is being used by them. This is where efficient email marketing plans would come in as they are expected to prioritize double opt-ins, more than anything else.

Businesses cannot do away with unethical name purchases and they now have to convince the end-user that his or her details have been procured legitimately. With businesses being forced to be more thoughtful, it might just be the revival of email marketing going into 2020. 

Now that we have established the email marketing premise going into 2020, it is necessary to talk about the best email marketing strategies for the forthcoming year. In the subsequent sections, we shall enlist five of the most important strategies for freshening up the email game for the next year and beyond.

Proper name collection

The first activity that businesses must refrain from is to send across junk emails which usually land in the spam folder of the recipients. This is why it is necessary to ethically procure the email addresses. What most companies do is to release Google forms, acquire details, and promise gifts only when the user opts-in for newsletters and suggestions. However, the approach in 2020 should be a bit different as firms must tag or rather notify users about adding the email IDs to their list.

Most importantly, giving out the gifts before they opt-in is also a great way to gather additional credibility. Moreover, businesses, unlike the previous years, must look to collect only the proper names and details, precisely relevant to the nature of the business.

Audience segmentation

For businesses going into 2002, audience segmentation is a major cog in the email marketing wheel. Before sending out content-loaded emails, it is necessary to evaluate the interest levels of the audience and even their buying behaviors. Segmenting the audience base makes sure that businesses can properly concentrate on the existing clients, in addition to converting the new ones. 

It wouldn’t be wrong to state that most businesses fail to contemplate the reason why a majority of emails aren’t opened. Audience segmentation is one way how this can be avoided as this would automatically encourage targeted emailing. 

Functional content

Another strategy for improving the quality of email marketing in 2020 is to precisely concentrate on the quality, freshness, and functionality of the content. While the first idea here is to be creative and original with the email pitches, keeping a close eye on the grammar f the created content is also of foremost importance. Once the originality and correctness of the content are checked, it is necessary to draft multiple headlines for making it look relevant to a wider customer base.  

An audience segmented email marketing strategy would clearly define which elements to send over to whom. Therefore, functional content strategy for emails should vary and businesses must try to include multiple relevant headlines, just to increase the open rates.

Short and certainly simple

There are times when companies need to send out a barrage of emails, in the form of email chains. However, unlike articles which can and should pack in a lot of information, every email about the email chain must be short and simple. The best advice for email marketers going into 2020 would be to focus on the compactness of the emails and make sure that only one topic and one CTA are included with each. In simple, direct words, customers should only be offered what they would like to consume.

Email consistency

Last but not least, email marketing initiatives thrive on the pillars of consistency. This means that marketers need to send across targeted email marketing stuffs at the same time and date, as promised. Consistency with email deliveries and dispatches is expected to work wonders for the concerned businesses. Moreover, marketers should also look to use the same graphics and format when it comes to drafting the emails. 

Last but not least, the graphics and other email condiments should be shared across diverse social media platforms for increasing awareness. 

Final thoughts

Needless to say, email marketing is and will be evolving massively in the next few years and especially going into 2020. However, the obsolete email marketing strategies wouldn’t work anymore as marketers would now have to rely on transparency, content quality, audience clarity, and consistency – more than anything else. 

In simpler words, email marketing should be used as a customer service pillar going into the future. Previously, customers used to consider marketing emails as unnecessary hassles as they weren’t made a part of the pitching process. However, to change the perception of email marketing in 2020, most businesses must include them as a part of the customer support system.

While most digital assistants can take care of the customer support service, emails can be made to cater to a wider audience base as they have additional powers of interaction. Most importantly, companies never send emails as solitary conversations but as email chains, which if short and precise, have the capability of generating empowering conversations.

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Written by WHS

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