Home Business Better Data and Personalization Are the Future of Email Marketing

Better Data and Personalization Are the Future of Email Marketing

by Gale Felberbaum
  • There will be an estimated 4.3 billion global email users, according to Statista.
  • Since most users tend to look at promotional emails in the same light as spam, future email marketing campaigns should aim to be more personalized.
  • Email marketing methods that make the message work more like a website and are easily accessible on mobile devices will be important.

It’s hard to imagine a world without email. More than 4 billion people are expected to have at least one email address by 2023, making it one of the most common forms of communication on the planet. With such a large user base, it only makes sense that marketing teams try to capitalize on it by sending their messages directly to their intended audience’s inboxes.

While most brands have some form of email marketing strategy, today’s consumers are generally savvy individuals who can instantly recognize the one-size-fits-all approach that many email marketers take.

“The key has been properly managing email content that is educational and serves the reader with helpful information and promotional emails that lead to your product or service,” said Crystal Sheffield-Baird, a strategic content storyteller at Crystal Clear Storytelling. “Too much promotion and people will unsubscribe; not enough and people will forget what your business is about, and they won’t become customers.”

As the internet and how people access it shift with the advent of new devices and standards, it’s important that your email marketing strategy reflects those changes. To get a better idea of what to expect, Business News Daily reached out to experts to get their insights on how email marketing will evolve in the near future.

1. Machine learning, AI and cloud-based technology will change the future of email marketing.

As in most industries today, machine learning and artificial intelligence are quickly becoming a major part of email marketing. Advances in both forms of technology have made marketing automation a possibility, tailoring messages to an intended audience based on customer data.

Kent Lewis, the president and founder of Anvil Media, said AI will “bring new and improved capabilities to email marketing” that will not only ensure campaigns comply with privacy regulations like GDPR, but also give small business owners the tools to create major email campaigns without the need for large budgets.

“AI will automate and improve many aspects of email planning and management,” he said. “For example, AI can make quick work of what used to be elaborate and time-consuming A/B and multivariate tests, [and] optimize send times and personalization to a ‘hyper’ level based on demographics and, more importantly, predictive behavior. Compliance with GDPR and other evolving regulatory restrictions has created tremendous complexity, which AI can help manage and simplify.”

Whether your email marketing strategy targets individuals or other businesses, one thing remains certain: People want to feel like their specific needs are being met. Consider your own email inbox for a moment. If you get an email that seems overly promotional or unrelated to you, you’re more likely to delete it or mark it as spam than read it. If you’re creating an email marketing campaign, you’ll want to make sure your message passes that simple test.

People simply open and react to emails that are tailored to them, but including their name and workplace is not enough,” said Jakub Kliszczak, marketing specialist at CrazyCall. “Taking it to the next step – personalizing the email according to the website they’ve been on recently or things they like or recently did – is much more powerful. This sense of familiarity creates trust, which, especially nowadays, is key to creating a relationship.”

To that end, Olga Mykhoparkina, chief marketing officer at Chanty, said “hyper-personalization” is the future of email marketing in 2020 and the years to follow. While marketers already focus on list segmentation based on general demographic and psychographic data, Mykhoparkina believes most marketers can do better to drive engagement.

“No matter how segmented our lists are, we can always go one step further and make our emails even more personalized,” she said. “The way to make this happen is by adding more steps before the actual signup. As subscribers opt in to an email list, they should tick a few boxes to mark what type of content they would like to receive. Perhaps this will create additional friction and decrease signups, but the subscribers we will get will be more engaged.”

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