Interactivity within emails is on the rise by hitting on the convenience factor for email subscribers. Interactive elements allowing the users more engagement within the body of emails, opposed to only driving CTA clicks to separate landing pages, has seen success in different forms according to litmus. From carousels, videos, and GIFs to survey ratings and polls, there are a great handful of interactive techniques that can help boost your email engagements and KPIs.
BBC did a great job of interacting within their email with “+” click outs that pop out GIFs and more information of each animal while still enticing customers to click out to additional site links in the email.
Mobile first isn’t just a preference anymore — it’s becoming more of a requirement to connect with your audiences. Campaign Monitor cited, as of 2018, there was an estimated 2.2 billion mobile emails users worldwide, and the number of new smartphone subscribers is growing 20%+ each year. Most companies have been making the shift of integrated mobile marketing into their overall strategies and that will continue to be the case into 2019 and onward.
Automated, targeted email journeys continue to grow in popularity. While AI integration takes automation to a whole new level, that’s not the avenue that best fits each company. For email marketers still wanting to work smarter, not harder, targeted emails that are automated based on user journey continue to show a higher ROI than emails just left on a “set and forget” automated journey.
The art of email marketing goes way beyond just getting messages into inboxes. Current and developing trends influencing how to best reach your users continue to develop and leave room for optimization, but one variable stays the same: the subscriber. No matter what trends are helping structure your email planning for this year, audience-centric messaging and communication methods will ultimately be your best friend in seeing successful ROIs to match email efforts.