How did 2018 change the Email Marketing ecosystem?
Posted: Thu Dec 26, 2024 9:21 am
Since its inception, Email Marketing has always been the most effective marketing strategy for businesses. With the rise of social media, market experts believed that email marketing software would become irrelevant with time. However, emails have proven them wrong. Not only has Email Marketing stood the test of time, but it has also given birth to new and innovative email marketing techniques that bring higher ROI for businesses.
Email Marketing in 2018
Email Marketing has seen quite a few changes in 2018. Given the increasing number of data breach incidents in recent times, governments have started imposing strict data protection regulations such as GDPR , General Data Protection Regulation.
Similarly, Gmail has brought its share of new features. As a major email entity, Gmail requires special attention. Thus, in addition to a new look, Gmail offers new features to ensure better management of the inbox, for a more intuitive user interface. For example, you can now respond faster thanks to canned responses, and an alert system notifies you when you have importan france telegram data messages waiting. Added to these changes is the implementation of automation and integration solutions. Marketers must agree that Marketing Automation software is no longer a separate entity and must now be integrated into commercial activities. Indeed, although this is not a new trend, this tool is gaining more and more importance because, well configured, it adjusts properly to user behavior.
General Data Protection Regulation (GDPR)
The General Data Protection Regulation (GDPR), which came into effect in May 2018, ushers in a new era of consent-based marketing. Gone are the days when marketers could engage users in multiple ways to acquire their email addresses. GDPR requires all businesses to strictly adhere to data protection rules. As such, marketers must obtain the full consent of each user before communicating with them in any way.
To comply with GDPR, marketers must add a double opt-in option for each of their registration forms in which users must confirm and reconfirm that they are willing to receive emails or SMS (SMS marketing) campaigns. Similarly, each subscriber should be able to easily remove themselves from any subscription list at any given time. It is the company’s responsibility to record the user’s consent for verification purposes.
keep calm gdpr
What's new in Gmail
With a highly intuitive user interface, ample storage space, and built-in tools like a calendar, Drive, and more, Gmail stands out in the email segment. Email marketers should therefore pay attention to its features and updates to optimize their campaigns. In April 2018, Google announced several changes to its platform. Here are some of the changes that impacted email marketers:
Attachment preview: Users can now preview attachments without opening the message. So keep in mind that if you send your protected content in a PDF form, you might not get the open rates you expected. What we recommend is to create a downloadable link and add it to the campaign content.
Security notifications: When users open a suspicious message, Google immediately alerts them of vulnerabilities, so marketers need to make sure their content isn’t at risk of being suspicious.
Nudge: Gmail displays reminders to follow up on or reply to a message.
Snooze: This allows users to postpone reading an email and make it disappear from the inbox (for the time specified by the user).
Unsubscribe from newsletters: Gmail suggests users unsubscribe from newsletters they haven't responded to for a while.
Personalization
Static emails are a thing of the past. The future is dynamic email campaigns that allow you to personalize the content delivered by leveraging user information such as location, name, date of birth, purchasing habits, pages visited. This trend is closely linked to Marketing Automation. Depending on the user profile, marketers can offer a personalized experience and react to their online behavior in a relevant way and at the right time. The content is therefore more impactful and you are more likely to convert. Thanks to advances in Marketing Automation software, companies are now able to personalize a single message and transmit it differently to multiple users based on their preferences. It is therefore advisable to create meaningful mailing lists to segment your target and communicate more effectively.
Integrations
The advancements in email software integrations are the best part of email campaigns in 2018. Today, businesses can automate email campaigns that the software automatically personalizes and distributes to a targeted audience at specific times in personalized formats.
For example: ActiveTrail for E-commerce , a new solution that offers integration between online stores and Marketing Automation software. This means that e-retailers can create automated emails such as abandoned cart reminders, post-purchase follow-ups and inactive customer reminders and increase up-sell and cross-sell rates using this channel.
integrations puzzle
API RESTful
While there are several forms of Application Programming Interface (API), the RESTful API is the most popular. The RESTful API facilitates communication between two web services. Today, businesses can use the RESTful API to directly integrate their email marketing software with their website or applications so that data can be exchanged in real-time.
With the RESTful API, marketers can encourage users to interact with them via email. For example, a travel website can remind a user about an upcoming booking. While it improves customer relationships, it also allows the business to sell other services related to that booking. It also allows for real-time contact status updates, for smarter database management.
Email Marketing in 2019
Thanks to Artificial Intelligence and Machine Learning, Email Marketing will experience increased segmentation and automation in 2019.
Analytics tools will solve many dilemmas and allow better data processing and greater adaptability (optimization and forecasts). E-commerce sites will be able to offer their customers the best user experience thanks to personalized suggestions and recommendations (harvested from algorithms).
Purchasing email lists is becoming obsolete. If personalization is a priority, Mobile Marketing will dominate. According to FEVAD , 61% of consumers use their mobile to track their purchases on the internet. The mobile application industry is expected to reach a turnover of 189 billion dollars by 2020.
Respect for personal data is a central point and establishes a climate of trust. As such, emailing software would hold the key to the success of any marketing campaign because it allows you to identify the behaviors of your opt-in contacts and act accordingly to produce the expected results.
Email Marketing in 2018
Email Marketing has seen quite a few changes in 2018. Given the increasing number of data breach incidents in recent times, governments have started imposing strict data protection regulations such as GDPR , General Data Protection Regulation.
Similarly, Gmail has brought its share of new features. As a major email entity, Gmail requires special attention. Thus, in addition to a new look, Gmail offers new features to ensure better management of the inbox, for a more intuitive user interface. For example, you can now respond faster thanks to canned responses, and an alert system notifies you when you have importan france telegram data messages waiting. Added to these changes is the implementation of automation and integration solutions. Marketers must agree that Marketing Automation software is no longer a separate entity and must now be integrated into commercial activities. Indeed, although this is not a new trend, this tool is gaining more and more importance because, well configured, it adjusts properly to user behavior.
General Data Protection Regulation (GDPR)
The General Data Protection Regulation (GDPR), which came into effect in May 2018, ushers in a new era of consent-based marketing. Gone are the days when marketers could engage users in multiple ways to acquire their email addresses. GDPR requires all businesses to strictly adhere to data protection rules. As such, marketers must obtain the full consent of each user before communicating with them in any way.
To comply with GDPR, marketers must add a double opt-in option for each of their registration forms in which users must confirm and reconfirm that they are willing to receive emails or SMS (SMS marketing) campaigns. Similarly, each subscriber should be able to easily remove themselves from any subscription list at any given time. It is the company’s responsibility to record the user’s consent for verification purposes.
keep calm gdpr
What's new in Gmail
With a highly intuitive user interface, ample storage space, and built-in tools like a calendar, Drive, and more, Gmail stands out in the email segment. Email marketers should therefore pay attention to its features and updates to optimize their campaigns. In April 2018, Google announced several changes to its platform. Here are some of the changes that impacted email marketers:
Attachment preview: Users can now preview attachments without opening the message. So keep in mind that if you send your protected content in a PDF form, you might not get the open rates you expected. What we recommend is to create a downloadable link and add it to the campaign content.
Security notifications: When users open a suspicious message, Google immediately alerts them of vulnerabilities, so marketers need to make sure their content isn’t at risk of being suspicious.
Nudge: Gmail displays reminders to follow up on or reply to a message.
Snooze: This allows users to postpone reading an email and make it disappear from the inbox (for the time specified by the user).
Unsubscribe from newsletters: Gmail suggests users unsubscribe from newsletters they haven't responded to for a while.
Personalization
Static emails are a thing of the past. The future is dynamic email campaigns that allow you to personalize the content delivered by leveraging user information such as location, name, date of birth, purchasing habits, pages visited. This trend is closely linked to Marketing Automation. Depending on the user profile, marketers can offer a personalized experience and react to their online behavior in a relevant way and at the right time. The content is therefore more impactful and you are more likely to convert. Thanks to advances in Marketing Automation software, companies are now able to personalize a single message and transmit it differently to multiple users based on their preferences. It is therefore advisable to create meaningful mailing lists to segment your target and communicate more effectively.
Integrations
The advancements in email software integrations are the best part of email campaigns in 2018. Today, businesses can automate email campaigns that the software automatically personalizes and distributes to a targeted audience at specific times in personalized formats.
For example: ActiveTrail for E-commerce , a new solution that offers integration between online stores and Marketing Automation software. This means that e-retailers can create automated emails such as abandoned cart reminders, post-purchase follow-ups and inactive customer reminders and increase up-sell and cross-sell rates using this channel.
integrations puzzle
API RESTful
While there are several forms of Application Programming Interface (API), the RESTful API is the most popular. The RESTful API facilitates communication between two web services. Today, businesses can use the RESTful API to directly integrate their email marketing software with their website or applications so that data can be exchanged in real-time.
With the RESTful API, marketers can encourage users to interact with them via email. For example, a travel website can remind a user about an upcoming booking. While it improves customer relationships, it also allows the business to sell other services related to that booking. It also allows for real-time contact status updates, for smarter database management.
Email Marketing in 2019
Thanks to Artificial Intelligence and Machine Learning, Email Marketing will experience increased segmentation and automation in 2019.
Analytics tools will solve many dilemmas and allow better data processing and greater adaptability (optimization and forecasts). E-commerce sites will be able to offer their customers the best user experience thanks to personalized suggestions and recommendations (harvested from algorithms).
Purchasing email lists is becoming obsolete. If personalization is a priority, Mobile Marketing will dominate. According to FEVAD , 61% of consumers use their mobile to track their purchases on the internet. The mobile application industry is expected to reach a turnover of 189 billion dollars by 2020.
Respect for personal data is a central point and establishes a climate of trust. As such, emailing software would hold the key to the success of any marketing campaign because it allows you to identify the behaviors of your opt-in contacts and act accordingly to produce the expected results.