Personalization is nothing new but is poised to go into overdrive in 2019. No, we’re not talking about customizing subject lines — that’s no longer enough. What we’re talking about is list segmentation(Email Marketing).
List segmentation has been around for a while, but it can up your personalization (Email Marketing) game by placing your users into lists based on user demographics, interests and other rich data available to you and your brand. This can make it easier for your organization to send information to recipients that are relevant to their interests, increasing the chances that your message opened.
Marketers in 2019 should look for opportunities to make their emails interactive. Interactivity can help in a variety of ways. Users can quickly place orders, marketers can gather better data, it can help shorten the purchase pipeline, and so on.
These emails should enable recipients to customize orders(Email Marketing), add items to a shopping cart and have an overall better experience — all without leaving the original email message. Better yet, bringing that data from the email to the website can enhance a user’s overall experience. Especially as new technologies, like chatbots, increase the level of overall interactivity.
Chatbots have been around for some time, but in 2018, we started to see the digital agents gain traction. In 2019, that traction is set to accelerate, enabling high-quality, unobtrusive conversations between companies and recipients.
Done right, chatbots can provide great value to both your business(Email Marketing) and users. As a marketer, you’ll be able to use specific data from your users to create a richer experience, and as a user, you have a seemingly personal agent at the tips of your fingers.
2018 was the year of talking about artificial intelligence (AI). And 2019 will likely be the year when marketers see it in action. There’s good reason to celebrate this development: The Artificial Intelligence technology can help measure and understand countless metrics on how users interact with content, often in ways, marketers would never understand on their own.
There are, however, a few quibbles to consider: Most small businesses won’t be able to afford the technical infrastructure on their own, meaning they’ll need to invest in an as-a-service model to execute on AI. However, that investment will pay off through the ability to rapidly personalize.
Content, for example, can be customized for different segments of your user groups. With AI, brands can cut down on the cost and time needed to identify segments and opportunities — allowing them to craft better, more relevant content for their subscribers.
As mentioned, interactivity within the email will pick up during 2019. This means marketers need to deploy new assets and techniques in their messages. In 2018, we’ll likely see more GIFs, HTML5, and video included in email messages to keep recipients engaged.