Digital Works: B2B Email Marketing Trends to Take into 2019

Welcome to the first instalment of Digital Works with CEC Marketing. 2018 is drawing to a close and whilst, for many marketeers, it will be remembered forever as the year of GDPR, there are a number of fascinating trends that have emerged in the digital marketing sphere that I wanted to share with you.  

Email Marketing is still Number One

Despite the increase in social media marketing, SEO and PPC services, B2B email marketing has been, and will continue to be, the most popular marketing channel for a number of years. A recent Mailgen survey found that 89% of marketeers said that email was their primary channel for lead generation. This is why it is important to have a clearly defined email marketing strategy. Having a documented plan and strategy will help you achieve your campaign goals, make sure everyone is on the same page, and increase your ROMI (return on marketing investment).

When it comes to email marketing, it is incredibly important to set out your plan from the offset and schedule email sends, and social media posts accordingly. Bear in mind, the amount of emails sent and received in 2018, on average, per day reached 269 Billion. By sticking to the clearly defined schedule you can dramatically increase your online footprint and ensure that your messaging is reaching the right places and people.

“It’s no secret that email done well is an unbeatable online marketing tool, with a ROI of £40 for every £1 spent.”

Experian, Marketing Services

Personalisation is Powerful

This year, the trend of personalised content will continue to be on the priority list of every organisation.

Personalisation in the body of email is easily achieved with today’s email marketing automation tools but will dramatically increase the CTR (click through rate) if you aren’t doing so already.

It is not just limited to simply adding the first name of the person in the email, but also ensuring that you are sending relevant information to targeted segments of your database.

Try different content, subject lines or messaging to different job titles. This will help increase open and click rates, as well as reducing the amount of unsubscribes.

Personalising email subject lines can increase open rates by 50% and lead to 58% higher click-to-open rates, according to data by Yes Lifecycle Marketing.

Even though personalised subject lines dramatically improve KPIs, 97.7% of emails sent in 2018 didn’t use personalisation in the subject lines, you can take advantage of this today, dramatically increase your CTR and open rate and gain a competitive advantage.

Your subject line is the key, but the content needs to blow the door off at the hinges, which is why…

Content is still King

One of the big trends of 2018 is the rise of content marketing, through email and social platforms. This includes blog posts, videos, podcasts, interactive website content, e-learning, e-books and guides.

A key element of marketing going into 2019 is for your company to attract and retain an audience through engaging, valuable and educational content rather than traditional offers, discounts or deals that explicitly promote a brand or service. Unify your marketing around engaging content by applying a multi-touch approach and driving content to maximum effect.

Maximise your Mobility

According to the DMA up to 75% of all emails are now read on mobile, with 29% of all emails being read on the iPhone alone. Most marketing automation software have a good capacity to produce mobile emails but keep in mind the size, images, placing and design of your emails and always check how they look on your phone.

Blue Hornet found that emails not optimised for mobile devices get deleted by a majority (80.3%) of users and 3 out of 10 users unsubscribe from the list if the emails are not mobile optimised. Keep your prospects engaged by ensuring your templates are designed with mobile in mind.

If you own a business based in Bristol, Bath, Swindon or the South West, get in touch to register your interest for our complimentary, landmark, ‘Digital Works: Building a successful email marketing strategy’, event on the 24th of January in Bristol featuring all of the CEC team. We will be looking into some of these trends in more detail and more so come along to find out how to streamline your marketing strategy in 2019!