What Happened to Email Marketing in 2020?

2020 turned out to be a fertile year for events that were not entirely pleasant, but let’s not talk about that anymore. Everything is in the past.

Today we will talk about great and high, namely email marketing, or rather, the changes that 2020 has brought to this area.

Year of the Rat and Email Marketing: What’s New?

Email marketing in 2020 did not give up its positions, because the pandemic has made its own adjustments in communication with customers. It was important for brands to support their users, and email marketing is the perfect channel for that.

Let’s take a look at how email marketing has changed.

AMP technologies

In the past year, the so-called AMP technologies gained popularity, which significantly accelerated the work of mailings.

“Accelerated Mobile Pages (AMP) is an open-source accelerated mobile pages technology. It allows you to quickly load web pages at low network speeds.”

Thus, it became possible to add not only one picture but a whole carousel of presented goods, without going to your site. Despite the numerous advantages of innovations, this technology did not cause a furor in the field of promotion. Rather, it is just beginning to gain momentum, and it is worth waiting for its further development in the new year.

Considering the consumer’s time spent on the Internet, in search of goods, mobile devices occupy an honorable first place – more than 50% of users use a smartphone, PCs are in second place, and the last on this list are users of tablet devices.

Therefore, the introduction of the aforementioned technology gives more opportunities for the marketer to adapt the newsletter to the consumer.

Features of using AMR:

Compression of the text. A title on mobile devices can be 30 characters instead of the usual 60.

Laconic writing. Your email should not be overloaded with unnecessary information, it is important for the user to take a quick glance and catch the key information.

Jump button. It should be placed in the foreground. With a low screen resolution, it is inconvenient for the recipient to scroll through the entire letter in search of an opportunity to perform the targeted action. He should be able to immediately make a purchase as soon as this desire arises.

Increased focus on usability. Do not put links in your email that are difficult to click, because clicking with the mouse is much easier than getting into the link with your finger.

Alt text. Be sure to write down the names of the images, as images take longer to load on mobile to avoid empty windows.

Conversation with the buyer

Methods for submitting a letter in the form of a conversation with a potential buyer have gained quite a popularity. Of course, it is customary to consider email messages as a one-way communication channel, but the use of interactive in the form of “question-answer” gives its result – users respond to such letters much better.

You can also invite the client to give feedback in the form of an assessment of the quality of service. Thus, you solve two problems at once – you get useful information and promote the brand, reminding you about it.

Consolidation of mailing lists with other communication channels

It is important here not only to indicate your links to social networks but also to integrate work with convenient mailing tools. There is no difficulty in this, you just need to choose a convenient service and understand how to use it.

You can synchronize your e-mail distribution with the submission of information in various messengers or with messages on your cell phone.

With Atomic Mail, you can not only send out your letters in bulk but also use parsers to collect data from potential consumers from various web pages, mailboxes, and many other useful functions.

Implementing hyper-personalization

The level of personalization in emails is growing every year, putting forward new requirements for segmenting consumers. In 2020, triggered mailings gained popularity.

Basic ways to the segment:

use of newsletter triggers – emails are sent after certain actions have been taken as a reminder;
using a chain of letters for landing pages – you should prepare letter templates for each landing page, predict various welcome-moves, taking into account the reaction of users to the newsletter;
use of surveys – you will receive a lot of information about a potential client and will be able to make the newsletter personalized based on the available data and the specifics of user actions on the site.

Artificial Intelligence

Artificial intelligence has become equally popular in 2020. Not all consumer actions can be understood correctly, the use of artificial intelligence will give you the opportunity to understand the specifics of behavioral patterns. He is able to give you the following information:

what product the customer might want to buy soon;
the most convenient time for a person to read the letter;
what information will arouse the highest interest for a particular user?

Predicting these indicators gives the consumer a sense of guessing his desires. Many people may get the impression that you are literally reading their minds, of course, not everyone is delighted with this.

What’s going to be popular in 2021

Marketing development has always amazed by its globality, and more often advertising goes ahead of predicted opportunities.

In 2021, the market for the use of email newsletters is expected to expand.

Heightened attention will remain on the use of AMP technologies, the formation of personalized offers within applications and on websites, surveys, and payments within the letter, carousels, and everything else – all this will only develop and take root.

The contribution of manual work is minimized. Mental activity is considered to be more in demand. Moving from the usual methods of promotion, automation of processes, the unification of design, and the use of omnichannel – the transition from mass to personalized appeal is gaining great popularity.

Increased attention should be paid to data protection. Legislation in this area is rapidly gaining momentum, and a number of laws come into force. These innovations will make life harder for spammers, but at the same time will take the relationship with the client to a new level.

Outcome:

Quarantine has disrupted many marketing trends, and indeed any other business. The most popular in the mailing list will be live text, using graphics and catchy content. There will be a need for closer contact with consumers based on customer experience. Thus, email returns to its original purpose, moving from a sales channel to maintaining a relationship with the consumer.

Learn more with us and don’t forget about constant improvement and experimentation in the implementation of your promotion tactics.

Despite the quarantine, our team worked for the benefit of the client, improving existing services and tools. In 2020 we have updated the newsletter program.

The new version 9.50 has received a number of necessary functions:

Added new letter templates.
A mailing list segmentation option has been implemented (Addresses tab – Segmentation).
It is possible to send individual attachments according to the selected segmented lists.
Fixed adding gradients in HTML editor.
Fixed a bug with resuming sending emails after the paused mailing list.