5 trends Email marketing 2016

On the threshold of the fiery monkey year, it’s time to knock out some results, as well as outline trends. As promised at the end of the last publication , today we will talk about trends for 2016, one of the most common marketing tools - email marketing. In spite of all the statements about his imminent death at the hands of social networks and instant messengers, he, like Lenin (or Duncan Mak'Laud), is always alive. Moreover, it is also effective for the next few years, it will still remain in force. But these are pretty obvious things, and now let's talk about where our “grandfather” is going to communicate with customers, and how we can use it to increase conversions.

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For those who like to flip through presentations, the version on Slideshare . For everyone else, an extended version with a relatively large number of beeches :)

Top 5 Email Marketing Trends 2016:

#one. Total mobilization.

Times, Samsung Galaxy Pocket and hedgehog with him, are long gone. You can still find low-end devices with a screen size of 4 "or less inches and a resolution of 480x800 px and below. But this is the last century. The standard device in the CIS in 2015 had the following characteristics:

screen 4.7-5.5 ''.
the resolution of the devices of the middle price segment has already reached 1280x800 px.

All this led to the fact that if in 2014, according to various statistics, only from 20 to 30% of all users were actively working with the mail, then in 2015 this figure confidently exceeded 60%. Accordingly, if you plan to launch a mass or automated mailing, the following requirements must be met:

All messages must be composed according to popular mobile screen resolutions (minimum 480x800 px).
All images are optimized for fast download.
All CTA - tested for ease of use on mobile devices.

# 2. 'Special-offer' mailing.

Stage "Hello * | FNAME | *" and only - gone irretrievably into the past. The most personalized work with the client within the framework of trigger mailings is coming (I strongly advise you to read the Mailchimp and UniSender guides on this subject).
The client should receive:

Suggestions, based on already viewed goods.
Reminder of not purchased product.
“Stacked baskets” after.

etc.

It requires:

Clear segmentation by client groups and average checks (including for the outsource sphere).
There are at least five message scenarios: thanks for contacting, confirmation of the order, reminders of the services viewed / ordered + additional services / products, follow-up with a proposal for new offers.

# 3. “War and Peace” is no longer in fashion.

Remember these options mailings kilometer texts and a bunch of links? And now, as they say at the institute, and after, when applying for a job: “forget everything that you were taught in .... ". People do not have so much time to read about 1800-2400 characters with spaces, written in 8-10pt fonts. In 2016, we are waiting for a simple design with clearly structured content that meets the following requirements:

Text - up to 700 characters (with spaces).
30-40% of the letter - the image.
CTA and up to 25% of the information can be placed on the image.

#four. Animation.

Remember that most emails open on your mobile device and emails in your potential customer’s inbox with at least a dozen (excluding spam). What do you think. How much time can he devote to reading the text, especially if it happens on the go? Speak simply about the complex. There is nothing more accessible than in several animations to show what the essence of your service is. Yes, it requires more time to create a newsletter and attract the work of the designer. But it also saves your reader’s time and helps bring the message across.

5. Help + Call-tracking did not disappear anywhere.

In the era of social networks and instant messengers, we somehow somehow became unaccustomed to the multifunctional approach to e-mail newsletters. This is not only an information tool. Through the mailing list, you can communicate with customers by redirecting them to on-line chat (via the same talk.to ), receive feedback and provide support; track call results using virtual numbers for call tracking (the same as previously mentioned Freeje or HotTelecom ), etc. This process has not gone away and is beginning to gain momentum with a new force in 2016.