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2018 Email Marketing Will Continue to Engage Consumers

Why Email Marketing?

Research show that more than 34% of the people worldwide are active email users which account for 2.5 billion population. It is predicted to increase to 2.8 billion in the next 2 years. The Group’s statistics also states that of all the email transactions that happen on a day, 109 billion are business emails. Hence supporting the numbers and from my personal experience being on both ends of the business, I can say email marketing is both a dynamic and substantial means of reaching out and connecting with people. Email has been undeniably one of the biggest parts of our lives in terms of communication. It is still one of the most cost-effective ways of engaging your consumers. It still is one of the traditional platforms that continues to hold its importance in creating brand awareness and converting people into members, customers or supporters.

With social media gaining importance over the past few years the competition remains high as marketers review and optimise their strategies to improve email ROI.

So having established the importance of Email marketing we now look forward to some of the major trends that are likely to sustain and improve this approach in the coming year.

Email Marketing Trends to look forward to in 2018 and help improve your approach:

  1. Mobile Friendly

As per statistics more and more emails are now being read on mobile than on desktop email clients. We now live in a smartphone society and I myself like millions of others is an ardent consumer of content on the move and mobiles are just the kind of device that is handy and practical. Be it checking emails or social media notifications, this medium of marketing is definitely something to optimize on. The emails should be optimized to suit the mobile interface as slow loading emails that are not compatible with mobiles will risk the chances of lower user engagement. Thus lesser number of clickthroughs.

Many mobile visitors end up on the websites from articles and we may end up seeing more articles ending up with email subscriptions to increase conversions. The design of screens on mobile devices has to be visual friendly, easy to read and preferably designed in a manner easy to scan through quickly for reading on the move.

  1. General Data Protection Regulation (GDPR) to have an impact

The General Data Protection Regulation (GDPR) is a regulation by which the European Union intend to strengthen and unify data protection for all individuals within the European Union (EU). It becomes enforceable from 25 May 2018. This is the biggest change that will affect email marketing strategies in 2018. For a long time obtaining email addresses, phone numbers and other personal contact details via competitions and promotion has been skills used to increase the contact databases, which were used later for email re-engagement campaigns that the user had not initially and explicitly consented to. But now re-consent needs to be given to store and use personal data.

Steps to be taken by marketers in 2018 to comply with GDPR changes

  1. Personalization and Segmentation holds the key

Author Bio:
Nicolas Finet is the Co-founder of sort-list.co.uk – an online solutions company which helps customers to find the best marketing agencies. Follow him on Twitter @nifinet!

Nicolas Finet :Nicolas Finet is the Co-founder of sort-list.co.uk – an online solutions company which helps customers to find the best marketing agencies. Follow him on Twitter @nifinet!