Email marketing trends — how effective have they been? We’re pretty sure that everytime you open your email account, one-third of it are business-related emails and the rest are spam-looking emails that came from:

• A website you really signed-up for because of genuine interest
• Companies or brands who have probably gotten your email address during a networking event or a large convention

… which, let’s admit, gets a bit annoying sometimes because:

• They tend to look like spam e-mails (which we really don’t like) and lessens the tendency for us to filter out what interests us as readers
• They are really unnecessary, especially if you only want to catch up on what’s important.
• Creates risk, given that data breach or identity theft has been making active rounds worldwide since last year

But given the current disposition of email marketing being used to generate conversions, things might actually take a good shift. Paid advertising has ultimately made rounds, even small businesses actually utilize them. Although there’s a problem: they look too basic. Let me give you an example.

I was watching a video on Facebook, and normally, an ad will appear in between videos. Now, what made this ad striking for me was that they used stock photos with watermarks on it, plain sans-serif typeface that you’d any normal person would only use on Microsoft word or any word document.

This kind of advertising sucks: disturbing you for a few seconds in-between videos with a video ad that isn’t worthy of looking at. Meanwhile, when these things happen, some marketers will take advantage of a marketing strategy that is sometimes branded as annoying but actually works.

That’s just an overview of why we’re covering email marketing trends for this blog content. It seems timely to leverage on creating relevant and well-thought of marketing practice that you can include in your marketing plan.

Here are some email marketing trends that you might consider:

Interactive + text-only emails

With the progressive rise of anything that’s related to content, it only means that marketers must incorporate it in any form of marketing included in their business plan. Gone are the days when your email would usually contain all text and no visuals. Spice up your email content by adding in relevant videos, images, articles or even short quizzes!

Mobile optimization

75% of the billion global users access their emails on mobile. The future is on mobile — it’s compact, fast and delivers accurate results. Make sure that your email is compatible and readable on all kinds of mobile devices as much as possible because this affects your campaign. What if someone wanted to purchase from your website but chose not to because he finds it hard to read your email on his phone? That’s how powerful mobile is.

In conclusion, email marketing will work effectively if you target the right audience and incorporate it accordingly with your content marketing strategy.

If you want to find out more about email marketing trends, you can read Smart Insights’ “Emerging Email Marketing Trends to Survive in 2019” here.