Email Marketing Trends [2019] - Email interaction across mobile & desktop

Email Marketing Trends [2019] - Email interaction across mobile & desktop

In today's digital age, email marketing continues to be a powerful tool for businesses to reach their audience and drive engagement. However, with the increasing prevalence of mobile devices, it is essential for marketers to understand how readers interact with emails on different platforms.

One significant trend in email interaction is the shift towards mobile devices. Many readers now open emails on their smartphones before revisiting them on desktop for further investigation. This behavior is particularly prevalent among younger demographics. For example, a staggering 40% of people aged 18 and under always open emails on their mobile devices first. Similarly, 28% of individuals between the ages of 19 and 34 tend to open emails on their smartphones initially.

When it comes to mobile email clients, Apple iPhone reigns supreme. As of June 2018, 29% of all email opens occurred on this platform, marking a 1% increase from the previous year. Gmail, on the other hand, closely followed with a 27% share, also experiencing a 1% increase from 2017. These statistics highlight the importance of optimizing email campaigns for mobile viewing.

To effectively engage mobile readers, marketers should consider several key factors. Firstly, it is crucial to ensure that the email content is mobile-friendly and displays correctly on different screen sizes. This includes using responsive design techniques and optimizing images for quick loading on mobile devices.

Secondly, marketers should take advantage of the unique features and capabilities offered by mobile devices. For instance, incorporating interactive elements, such as swipeable image carousels or click-to-call buttons, can enhance the user experience and encourage further engagement.

Lastly, personalization is key. Mobile readers are often seeking quick and relevant information. By segmenting your email list and tailoring content to specific demographics or interests, you can deliver more personalized experiences that resonate with your audience.

Moving beyond the realm of email interaction, another interesting topic to explore is different go-to-market (GTM) motions for businesses. In a world where competition is fierce, finding the right GTM strategy can make all the difference in reaching high-intent and low-intent customers.

One GTM motion that works well for high-intent customers actively searching for a solution is producing discoverable content. This content should address their specific needs and frustrations, offering valuable insights and positioning your business as an authority in the industry.

On the other hand, when dealing with high-intent customers who are not actively searching for a solution, a different approach is required. Over-servicing one customer at a time can create super-fans who become advocates for your brand. By providing personalized and comprehensive solutions to their unique use-cases, you can build strong relationships and generate word-of-mouth referrals.

For businesses targeting low-intent customers who have many alternative solutions, a cold outreach with a hook can be effective. By capturing their attention and showcasing the benefits of your offering, you can overcome their resistance to change and win them over.

Additionally, launching your product or service in a specific market and generating PR can create buzz and attract low-intent customers who may not actively be searching for alternatives. This strategy works particularly well when the market is dominated by legacy players, and your offering is self-serve.

Another approach to consider is embedding yourself authentically in the community. By actively participating in relevant communities and building relationships with potential customers, you can gain trust and credibility. This strategy is especially effective when the market is not dominated by legacy players and your offering has a niche appeal.

Building in public is another GTM motion that can be effective for low-intent customers. By sharing your journey, progress, and insights openly, you can attract an audience that relates to your story and values. This approach works well when the market is not dominated by legacy players and your offering has a wide appeal.

Influencer marketing is yet another strategy that can work wonders for low-intent customers. By leveraging the power of influencers who align with your brand and target audience, you can tap into their followers and gain exposure. This approach is particularly effective when the market is not dominated by legacy players and your offering has a wide appeal.

For products with a strong social mission, a full-blown PR strategy can be highly impactful. By getting media coverage and highlighting the social impact of your product, you can attract low-intent customers who resonate with your mission and values.

In conclusion, email marketing trends are evolving with the increasing use of mobile devices. Marketers must optimize their campaigns for mobile viewing and consider the unique behaviors of mobile readers. Additionally, finding the right GTM motion is crucial for reaching high-intent and low-intent customers. By understanding their needs and tailoring strategies accordingly, businesses can effectively engage their target audience and drive success.

Actionable Advice:

1. Optimize your email campaigns for mobile viewing by using responsive design techniques and optimizing images for quick loading on mobile devices.
2. Incorporate interactive elements in your emails, such as swipeable image carousels or click-to-call buttons, to enhance the user experience and encourage engagement.
3. Segment your email list and personalize content to deliver relevant and valuable experiences to your audience.