Email might not sound as exciting as other marketing channels. However, following the latest trends and email marketing news can reveal excellent opportunities for your campaigns.
Customer demands keep changing, whether for new products or more dynamic ways of advertising. The same is true for email marketing. Businesses that don’t adjust their strategies to include the latest methods end up missing out. People don’t take them seriously and prefer other, more modern brands over theirs.
Keeping yourself updated is the best way to avoid this. So, let’s uncover some of the latest news, trends, and statistics to help you see where you stand.
Why Should Businesses Remain Up-To-Date With Email Marketing News?
Remaining up-to-date with email marketing news helps businesses maintain a relevant and impactful strategy. Every industry faces some changes as time goes by. What worked a year ago might not work today. Using the same old strategies might take away your competitive edge.
Of course, there are some guidelines and strategies that will always remain consistent. However, you must combine them with newer trends like interactive elements to maximize the impact.
Moreover, these news and trends allow you to judge customer expectations. You can learn what your customers are demanding and align your business with those demands.
As a result, you’ll be able to increase customer engagement. The more customers engage with your emails, the more likely they are to make purchases. Apart from improving your offerings, you can also learn what new trends customers are responding well to. Incorporating those elements in your emails can bring you the results you’re hoping for.
These updates also have a legal aspect. Governments keep changing privacy guidelines to keep people safe online. Missing these updates might put you into legal trouble while also reducing your email strategy’s effectiveness.
5 Latest Email Marketing Industry News Pieces To Stay Ahead
It isn’t hard to keep yourself updated about email news. All you have to do is make a genuine effort to gather the information. You can do so by subscribing to email marketing newsletters, following influential blogs, and opening email marketing communities.
You can even attend webinars, set Google alerts, follow thought leaders on social media, and use articles like this one! However, that first step is the most important.
So, now that you know why knowing the latest email news is important, let’s discuss the actual updates. We’ll discuss five of the latest advancements and then move on to the statistics and trends. After all, they’re also part of the news.
1. 69% of Global Customers Prefer Brand Communication via Email
It’s easy to think that most people prefer to interact with brands using social media. However, the latest news and surveys disagree with this assumption. In fact, a survey revealed that 69% of global customers say they prefer brands to communicate with them via email.
The same survey found that SMS came right below email at 53%, while web push messaging came last at 26%. Moreover, consumers in the UK and USA are more likely to opt-in for free shipping or customer loyalty points.
2. Brand Emails and Texts Overwhelm US Consumers
While email is one of the most effective channels, it isn’t easy to balance things. According to GetApp’s 2024 Advertising Preferences Survey, marketing content overwhelms consumers in the US. As a result, 40% of these people unsubscribe at least weekly. The global average for this metric is 25%, so things seem quite alarming in the US.
On top of that, there are people who don’t unsubscribe. They simply stop opening your emails when they lose interest. A smart way to deal with this is to send fewer emails within a period.
Remember, 56% of people are likely to unsubscribe if you send four or more emails during a given month. However, you’ll have to experiment with your particular audience to find out what works for you.
3. Email Personalization Pays off in the Travel and Retail Sectors
The fact that email personalization pays off in the travel and retail sectors might sound a bit misleading. After all, personalization always works, no matter what you’re selling. However, it is especially paying off for these two sectors. Here’s how.
Behavior-based and attribute-based personalization bring in the best results. It’s relatively easier to implement this type of personalization for industries like travel, retail, and some other service-based industries. That’s because they have more data at their disposal, and personalization pays off the best in this case.
However, that doesn’t mean other industries can’t pull off this type of personalization.
4. Gmail Gets AI To Enhance Email Writing
Artificial intelligence (AI) is becoming quite the trend in advertising. The same is true for emails. According to the latest email news, Google has added Gemini AI to Gmail to help you enhance your writing.
You can find this feature in the service’s side panel. However, you’ll have to enable smart features and personalization. If you’re an admin, you can turn on the default personalization settings in the Admin console.
Once you’ve done that, access Gemini by clicking the Ask Gemini star button in the top-right corner of web Gmail. Alternatively, you can access it on mobile by simply clicking on the summarize this email option within an email thread.
5. Google Updates Bulk Email Guidelines To Improve B2B Strategies
Whether it’s search engine optimization (SEO) or emails, Google is always updating its guidelines to keep its consumers safe. This includes following email marketing laws.
The latest guidelines that Google implemented in February 2024 have put B2B email marketers on a tightrope. They apply to businesses sending more than 5000 emails a day and require them to:
- Authenticate emails with SPF/DKIM.
- Keep spam complaints under 0.3%.
- Focus on personalization and relevance.
- Use analytics and automation for improvement.
As compared to previous guidelines, these are stricter and push B2B businesses to create better marketing strategies.
Top 6 Email Marketing Statistics That Underscore Its Importance
Companies conduct new surveys about email marketing on a regular basis. The resulting numbers and statistics are a part of the news you’re seeking from this discussion. After all, those numbers play a huge role in helping you shape your strategy.
For example, knowing that 41% of customers view emails using their mobile devices can push you to create mobile-friendly designs. These statistics also reveal how popular email marketing really is, with 4.48 billion people using it daily.
Apart from usage, it’s also quite effective. This is evident from the fact that email marketing leads to three times more purchases than social media.
However, such numbers won’t be possible without relying on personalization. Remember, 83% of customers are willing to share their data for personalized experiences. This underscores the importance of tailoring marketing emails based on customer data.
You also have to make sure you send your email content at the right time. Reports reveal that the best time to send emails is on Tuesdays at noon. Moreover, email open rates stay steady throughout the week, with Saturday slightly ahead at 37.6%.
3 Email Marketing Trends To Adopt for Better Results
After reviewing the latest news and statistics in email marketing, it’s clear that it remains a foundational element for businesses. However, this discussion will be incomplete if we wrap it up without discussing the latest email marketing trends.
Knowing the latest strategies and tactics that are working for other businesses can help you stay competitive. You’ll be getting extremely valuable insights into what your customers are demanding and how they’re interacting with particular strategies. So, here are three trends you need to adopt.
1. Using AI To Improve Email Creation Process
As mentioned earlier, AI has been making its mark in the email industry quite rapidly. Businesses are now using it to its fullest. As a result, they’re able to create more personalized emails and improve their click-through rates (CTRs).
Email marketing tools have even started integrating AI into their system to provide you with writing tips and advanced segmentation. HubSpot is one such email marketing solution. Its real-time tips help you craft catchy subject lines, improve your content, and increase conversions.
2. Designing Emails That Please the Eye
When people started email marketing for promotions, they didn’t have many options. They simply wrote what they wanted to say and hit the send button. However, the introduction of new tools and features has enabled marketers to add an element of design to their emails.
This is a good thing because minimalistic and accessible designs are the future of email marketing. People have already started ignoring emails that don’t please their eyes. They want brands to clean their message so they can convey it in fewer words.
However, they also want you to make their experiences more interactive. The trick here is to link interactive games, challenges, surveys, and other elements to create interactive emails.
3. Changing Email Tracking Strategies
Tracking metrics is a huge part of your email marketing strategy. It lets you find areas of improvement and make the appropriate changes. While it’s a best practice to do this process regularly, you must also bring changes to your tracking strategy.
This much is evident from the fact that marketers have stopped relying on open rates alone. That’s because most new guidelines don’t allow you to track open rates accurately. So, they aren’t the best measure to judge your campaign’s performance.
Instead, marketers will have to focus on engagement rates, conversion rates, CTRs, and email list growth rates. Combining all of this with open rates and other metrics is the only way to go about email tracking.
Remain Up-To-Date About Email Marketing To Make the Most Out of It
By combining the information in this article, it’s safe to say that customers are now craving a more engaging experience. You can easily achieve this with a lead-nurturing email campaign.
However, you’ll need to remain up-to-date with the latest email marketing news and apply the trends in your emails.
As marketing experts, Beambox can help you in your journey to email marketing success. Beambox makes it easy for businesses to collect contacts through custom captive portals and email campaigns.
Start your trial today and maximize your email marketing experience!
Frequently Asked Questions About News Email Marketing
Before we end this discussion, let’s clear any remaining doubts by answering some frequently asked questions.
Why is it important to stay updated with email marketing news?
It’s important to stay updated with email marketing news to stay relevant by adjusting to changing trends and customer preferences.
It allows companies to use new tools, follow legal requirements, and create campaigns that impactfully connect with their audience. Plus, staying informed ensures you don’t fall behind competitors.
What is the next big thing in email marketing?
The next big thing in email marketing is AI-driven personalization. Marketers will use AI to create highly targeted content based on real-time data, making emails more relevant.
Interactive elements like polls and surveys within emails are also becoming more popular.
Is there a future for email marketing?
Yes, there is a strong future for email marketing. It’s still one of the most effective ways to connect with customers.
As personalization and automation grow, businesses can craft more engaging content, keeping email a key player in their marketing strategies.
