10 Email Marketing Data Trends You Should Know About

You’ve probably heard of email marketing. If not, you’ve probably considered it as one of the ‘traditional’ methods among marketers. But have you ever wondered about the state of email marketing and if it still has a place in today’s omnichannel world?

Traditional marketing methods like radio and TV commercials, newspaper ads, and billboards are being altered by emerging technologies like mobile phones and the Internet. These mediums allow for more efficient, effective, and targeted marketing campaigns. As a result, online retailers and E-commerce businesses are enjoying great success and marketers are having to adapt.

What changes are email marketing customers experiencing and what will marketers need to know about these changes?

Let’s take a look.

1. Customer Centricity

The first and most obvious trend is that customers are now at the heart of everything. Companies must understand what their customers want and need in order to provide value and enhance brand loyalty. This trend is changing the way brands interact with customers and how they engage with audiences.

Customers are using their unique personal data to determine what products and services they need. Thanks to the popularity of online marketplaces like Amazon, consumers have more power than ever before to research products and compare prices thanks to the review scorecards.

Further to this, customers are also becoming more vocal in regards to the services they receive from brands and businesses. As a result, companies must embrace customer feedback and take into consideration that their opinion might be different from that of a sales agent. They might value different things in terms of brand loyalty and quality, and as a business, you must value and cater for these differences.

With GDPR coming into effect in May 2018 and the growing awareness around data protection and privacy, customers expect companies to uphold the highest standards when it comes to safeguarding their personal information. This expectation is helping to boost customer trust and encourage them to engage with your brand.

2. Authentic Experiences

If you’re reading this, I assume you’re already somewhat familiar with the term ‘brand loyalty’ and the importance of creating memorable experiences for customers.

Customers are more likely to purchase a product or service after having an experience with it that is so good that it becomes memorable. According to HubSpot Blogs research, only 16% of consumers have purchased a product or service they’d never tried out before based on their previous experience with that brand. This is known as ‘brand loyalty’.

In a world full of fake news and digital scams, it’s more important than ever for businesses to provide authentic experiences. It’s easy for digital marketers and content creators to write off a brand or product that they’ve never tried out themselves. But with customers being the brand’s key audience, being able to provide an experience to them that is so good it becomes memorable is the key to boosting sales.

3. Personalization

It’s well known that people like getting to know and feel connected to a brand or product they’ve never tried out before based on their previous experience with that brand.

Thanks to the growing popularity of online marketplaces like Amazon, finding what you want quickly and easily is now a reality for many online shoppers. As a result, your product pages and emails might now be more effective if they’re personal and customized to the customer’s needs and interests.

Personalization can be extremely beneficial for customers and helps to create a much more tailored experience. If you have a CRM (Customer Relationship Management) system in place, your sales team should be utilizing this to its fullest potential. By being able to see historical data as well as real-time activity, you can ensure that every touchpoint with a customer is personalized and that they feel valued as a person — not just a sale.

4. Segmentation And Tailoring

Digital marketers and content creators often like to think in broad terms when it comes to marketing. Using broad marketing segments and one-size-fits-all messaging can lead to decreased engagement and sales. When you break down individual customers into smaller groups based on their interests and segments, you’re able to tailor your marketing efforts to more effectively reach and engage with your audience.

This trend is changing the way we look at digital marketing and content publishing. Using tools like Google Analytics to track and observe behavior on your site allows you to identify and establish key interests and segments that you can begin to target with your content. Once you have these segments, you can use additional tools like Facebook Custom Audiences and Gmail filters to target specific individuals based on their interests and demographics.

Tailoring your content to specific audiences allows you to boost the effectiveness and efficiency of your marketing efforts. It also means being able to target the right people with the right message at the right time. For example, if you run a real estate agency, you might want to focus your content on getting people to list their properties on your website rather than just trying to convince them to buy your products or services. The key to effective marketing is knowing your target audience and speaking to them in a way that they’re aware of and will respond to. By using tools like Facebook’s custom audiences, you’re able to do this.

5. Instant Feedback

Another trend changing the way we look at digital marketing and content creation is the increased reliance on user feedback and quick turnarounds. Thanks to the ever-changing nature of the internet and the growing expectations of customers, content might now be required to be ‘living’ in some way and be able to provide instant or at least quick feedback.

The trend of ‘instant’ or ‘fast’ gratification has resulted in customers expecting faster turnaround times when it comes to content. If you’re a business owner or team leads, it might be beneficial to think about implementing this as a working practice. You can assign individuals to particular tasks like creating content, recording videos, or taking photos and hold them accountable for the results.

As a content marketer or brand manager, if you’re looking for someone to blame when results aren’t instant, it’s yourself. You’ll have to take ownership of the fact that it can’t be done overnight. But if you want to ensure that your marketing efforts result in increased sales, this might be a practice you need to consider.

6. Authentic Long-Form Content

Long-form content is still fairly novel to many readers, but within the next few years, it’ll be expected to be published and consumed in exactly the same way that we’ve grown accustomed to with blogs and news articles.

Thanks to smartphones and the growing availability of long-form content on websites like Medium and LinkedIn, individuals now have the ability to consume longer, more engaging articles and videos on the go. Naturally, this also means that content creators and businesses need to ensure that their content is designed to be consumed by readers on mobile phones and the like. Designing your content for screens larger than a mobile phone isn’t a bad idea, but trying to make it fit might hinder its effectiveness.

Consumers have gotten so used to shorter attention spans and faster turnarounds that being able to absorb and retain longer content is becoming a selling point in itself. If you’re not used to writing long-form content, it might be difficult to create something of lasting value. But if you want to be able to generate sales, getting used to writing long-form content might be one of the skills you need to develop.

7. Video Galore

You might be familiar with YouTube if you’re a person who uses the Internet. It’s one of the most popular websites, raking in billions of views every day.

The video platform is more than just a way to broadcast yourself or your products – it’s an ever-changing ecosystem of creators, influencers, and brands using the medium to engage with audiences and bring them value.

Videos aren’t just a thing of beauty either – they can also serve a purpose. In today’s world, people are more likely to believe what they see and hear rather than read about or hear about in person. This is why videos from brands and businesses are becoming so popular – individuals want to know more about what they’re purchasing and brands and businesses want to provide this information to them. Thanks to tools like Hootsuite, it’s now possible to manage, monitor, and analyze the performance of your videos across different platforms — like your blog posts — with a single glance.

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