Email Marketing Trends for 2019
Email marketing will rarely miss in the list of leading marketing channels and there is a reason for that –
it rules in both performance and results. The most recent studies have demonstrated the prowess of the
channel and provided us with the emerging trends of this industry. Here are the trends to watch in 2019.
Automated segmentation and targeting
The number of business owners and marketers using email marketing to increase their returns has been
on the rise and as a result, the process of segmenting and targeting contacts is becoming intricate.
People are using smarter and more intricate strategies to increase their profits. Segmented and targeted
emails, according to HubSpot, account for around 58 percent of earnings. By segmenting and targeting,
business people and marketers are able to increase their profits by around 18 times.
The statistics show that marketers are more likely to start relying on the practices more than before.
Even more, automation of segmentation and targeting in email marketing is increasing. Marketers want
to send their email messages to individuals who can engage with them and find value in them. A quick
example: if someone fails to open your emails for a long time, you should not send him/her more
messages. Automated segmentation and targeting should help you achieve that.
More text-only and more interactive emails
As I have already said, email segmentation and targeting is a trend that will highly affect email marketing
in 2019. The formatting and design of email messages is also likely to change. For many years, people
have developed sales and promotion oriented messages full of graphics, but now, they will opt for
interactive and plain text emails.
The last thing a marketer would want is for a customer to see his emails as spam. Experts suggest that
plain text emails are better than HTML style emails full of graphics because someone can easily forward
such a message to a friend or family member. To keep your audiences anticipating more content and be
entertained, you should go for interactive emails that engage customers through surveys, quizzes, GIFS
More storytelling in emails
Plain text and interactive content provides value and increases engagement for the audience, but use of
storytelling is more effective in grabbing the attention of viewers and influencing the behaviours. An
email-marketing message that boasts a story, the offered product, news and the offered services at the
start are more influential when delivered to the right audience.
Use of artificial intelligence
The use of artificial intelligence (AI) is among the email marketing trends to watch out in 2019. AI
strengthens and personalizes email-marketing strategies. With AI, marketers can develop effective
images and subject lines to predict the effects of your email. Adobe has already developed AI technology
that they will introduce to marketers.
Data protection is vital. Therefore, customized email content has become more popular, and as the
need for intelligent strategies increases, marketers opt for automated emails. Such emails include the
first name of the customer in the first, second or third paragraph of the email. You can rely on behavior
or personality of your customers when personalizing emails.
Increased respect for customer privacy
Regulations in most countries are changing. You are likely to encounter more strict privacy policies in
2019. Change of privacy policies will have a significant effect on collecting and sharing of any third party
information. General Data Protection Regulation (GDPR) took official effect in May 2018.
Increase in mobile-friendly messages
Another aspect of great email marketing strategies includes the optimization of email messages to
match the needs of mobile devices users. Statistics show that people start by reading an email message
on their mobile device before proceeding to a personal computer. Actually, 53 percent of emails are
opened through mobile devices and only 23 percent are opened again through computer. The number
of Gmail users stands at 900 million and 75 percent of them only use mobile devices.