b206Marketers have long predicted the demise of email marketing, but it still remains one of the most powerful and inexpensive ways to grow a business. Newsletters can increase brand interest, encourage customer interaction, and generate sales. But businesses need to modify the style and content of their newsletters to connect with today’s savvy consumer. So, what are the growing trends and how should we approach marketing with newsletters in the years to come?

1. Adapt to a New Audience

Newsletters need to be dynamic, versatile, and shareable. They will need to look more like social media content, featuring graphics, photos, and videos. If possible, create your own images to strengthen your individual brand identity. As email recipients are leading increasingly busy lives, first impressions will be even more important. If you don’t get it right in those first few seconds, your conversion rates are likely to suffer. Here are some great newsletter design tips.

It will also be even more important to include social sharing buttons within emails. Just this simple update will help boost content sharing so your messages can reach a wider audience.

2. Invest in Email Analytics

Monitoring emails and acting on various metrics will become even more important. To begin with, you’ll need a reliable email service provider (ESP). MailChimp, for example, is one of the most popular ESPs and lets you send up to 12,000 emails per month for free. AWeber andConstantContact are other options, but there are numerous email service providers to choose from, depending on your marketing needs. They all provide you with the information you need to analyse email campaigns and auto-responder results. If you’re not tracking your emails, how will you know what you’re doing is right or wrong?

3. Create More Personalized Newsletters

Personalization is an important trend that is likely to grow for years to come. Recipients today expect more relevant content. Content that is tailored to customers’ individual needs goes beyond corporate spam and delivers more value to the reader. Leading companies are already using behavioural data and new technology to create customised newsletters based on the interests of the target audience. You can use these methods to segment your newsletter database into groups, based on user interests and demographics. Tailoring content to individuals also helps to build trust in your brand.

4. Cater to Mobile Devices

As the mobile sector steadily grows, businesses will need to cater to an increasingly large mobile audience, not just customers using traditional devices such as desktops. With mobile-optimized and responsive newsletters, companies can reach prospects directly, wherever they are located. New digital marketing tools can even reveal which device people are using when they read your content, meaning you can tailor content accordingly. Considering the growing number of smartphone users who specifically use their devices for checking emails, optimizing newsletters for mobile is becoming essential. Check out some fascinating mobile email statistics here.

5. Experiment With Delivery Time and Frequency

Recent research from marketing solutions provider Harland Clarke Digital revealed that most smartphone and desktop email opens occur between 10am and 4pm Tablet users, on the other hand, opened more emails between 6pm and 10pm Can you tailor your email content to different times of the day? Automation software can help you deliver messages at regular intervals and at specific times of the day that you decide. MailChimp has a very clever ‘time warp’ feature that allows you to specify a time at which people will receive your newsletter, depending on their time zones.

Give consumers more power and they will respect your business more. Let email recipients choose how often they receive your newsletters. You could also aim your unsubscribe link to a page that offers frequency alternatives, such as monthly or quarterly, instead of daily or weekly. It all helps to limit the number of unsubscribes.

The Bottom Line

In a constantly changing digital landscape, businesses need to be flexible and adapt to new consumer behaviour and marketing trends. Newsletters will need to look more attractive and offer something of real value to recipients. They must deliver more personalized solutions to customer problems. This is how you will attract more attention and build your brand.

QUESTION: Will you still be reading email newsletters in 2017?

Read More

Written by
"<?php the_author(); ?>"
Julien Renaud

Founding Partner - Julien molds client visions into well-defined digital solutions by applying the inbound marketing methodology. He started an online branding agency in 2005 working with several real estate companies and launching a large digital campaign for the City of New York.
Keep up with me on Twitter, LinkedIn, and Google+.