Back in February of this year we gave you our predictions for the year ahead in the email marketing industry. And now, as 2019 draws to a close it’s crazy to think we’re about to see the end to another year, let alone the last year of this decade!
Email Marketing has remained firm in its stronghold as one of the most efficient and profitable marketing channels in 2019, cementing its position for return on investment and audience engagement.
Looking ahead to 2020, we don’t expect the rate of email usage to slow down – just increase in focus on how our organizations are choosing to utilize the channel in line with our ever-savvy consumers.
Time just flies by in the world of a busy Email Marketer, so to make life easy for you we’ve wrapped up the year with our three most talked-about topics from the much-loved Ongage blog.
1. Deliverability remains a key focus for Email Marketers
Back in May we pulled together advice from industry experts on how to land in the inbox in 2019.
Delivery & Inbox Placement are hot topics and will remain so on the lips of Email Marketers through into the new year.
In the ever-crowded email marketplace you need your emails to stand out in the inbox – but before you apply this rhetoric, you need your emails to land there.
Not a topic to be missed, make sure you round off your December by taking a closer look at our Complete Guide to Delivery page.
The complete
deliverability
handbook
Read the most significant, most organized volume of information written about email deliverability.
2. Multiple Vendor Emailing for forward thinkers
Over the course of the last few months, there’s been a lot of conversation around the benefits of Email Marketers using multiple vendors to service their email operations, not least with a lot of discussion on the Ongage blog.
Using multiple vendors is known to increase productivity and security, as well as give increased reliability to your email marketing function, by providing fallback solutions for times of need.
That’s one of the reasons Performance Marketers managing multiple SMTP and ESP accounts often choose this method.
More importantly, to tie in with the topic in point one, using multiple email vendors can also have a hugely positive effect on your email campaigns’ deliverability rates.
This is due to the greater level of control one has over which vendors are assigned to which sends.
For great examples of improving deliverability and growth take a read of FanFinders improved their inbox placement by utilizing multiple email vendors, and how TN Marketing achieves annual growth with cost savings.
For further insights you can read our write up on the various benefits of utilizing multiple email vendors, including major cost reductions.
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3. Compliance is still hot on the press
In recent years the growing savviness of the everyday modern consumer has brought with it an increase in the number of questions regarding how our consumer data is handled by the organizations we share it with.
This shift brought with it the introduction of the GDPR across Europe, as well as amendments to Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA), and changes to Canada’s Anti-Spam Law (CASL).
The CCPA is the California Consumer Privacy Act. It has been designed to significantly strengthen privacy and data for residents of the state of California state and was passed into law on June 28th 2018, due to take effect from January 1st 2020.
The introduction of this new ruling alongside the increased conversation around data compliance and how to effectively manage it as an Email Marketer, show us that this discussion of data compliance is going nowhere.
In 2020, it’s going to be more important than ever to stay ahead of the compliance rush, to ensure you don’t lose out when it comes to your email engagement.
To start off your compliance-led thinking, take a read of our CCPA blog and our top tips on growing your email list in a post-GDPR world.
Even with the tightening of compliance laws, personalization is still key to achieving email marketing success.
We have many resources to get you started or to advance your current email strategy:
Email personalization best practices
Intelligent segmentation to enhance personalization
Top 5 ways of personalizing your email campaigns
The Email Marketing Activity Book for Kids
Looking ahead to 2020
How you choose to communicate with your email subscribers in 2020 is now up for grabs during this key planning time, but avoiding looking closely at the above 3 points we’ve raised will leave you short of the competition in the new year.
In order to perform even better in 2020, take a look at what the experts in email had to say about what’s the next big thing for email in 2020.
So before you dig deep into content planning and your messaging, think about these key strategic pillars for email success, and be sure to set yourself and your team up for a great year ahead.
For more insights about email marketing, visit the Ongage blog
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