Even though marketing has changed quite a bit over the past decade as new channels and strategies have opened up, there is one method that remains just as effective as ever – email marketing.
Email marketing averages a 3800% ROI[1] for both B2C and B2B companies, and 80% of businesses find that it directly correlates to higher business retention, too. However, email marketing has not stayed completely the same over the past few years and companies will need to adjust to stay relevant in 2020.
For example, in 2020, the vast majority[2] of emails will be opened on mobile devices as opposed to desktops or webmail apps.
But, there are other changes and trends that marketers need to be aware of to keep their email marketing engaging and fresh as we enter a new decade.
Let’s break down the best practices that businesses should be using as they transition their marketing strategies for the new year.
1. Embrace the concept of smart permission-based advertising
Email marketing used to be sort of a wide net that was cast to a large audience with the intent of catching whatever it could. These days, technology allows companies to be far more strategic and hyper-target their receivers based on data, such as demographics or behavior.
However, customers do not always love this idea of intense targeting or generalized marketing. 77% of consumers[4] prefer permission-based advertising, specifically through email – as opposed to direct mail, text, or social ads.
This means that to grow open rates, businesses must understand the importance of consent for targeting through opt-in email marketing. This means providing customers with the option to choose what types of marketing messages they receive from you – as well