It’s hard to believe that 2018 is just around the corner! Somedays it feels like 2017 just began but it’s time to start planning your 2018 advocacy campaigns. Besides midterm elections and self-driving cars, 2018 could mean big changes for inboxes and your email strategy. Here are 5 big shifts we expect to see next year:
- Stricter Opt-in Policies: After Canada’s Casl, a strict anti-spam law, and the EU’s upcoming implementation of GDPR, governments are prioritizing consumer choice and agency in consent. For organizations with an international email list, it’s essential that you review these regulations to ensure compliance. Make sure every sign-up page has an opt-in checkbox. Avoid spam filters by asking subscribers to add you to their contacts in your welcome email. This tactic also reminds your new subscribers they’ve joined your email list and offers them a chance to unsubscribe if they joined in error.
- Personal Touch: The average worker receives 121 emails per day and all signs point to that number growing. How do you break through the clutter? Personalization! Users expect relevant content. You need to know what users are interested in and deliver emails based on those interests. Segmentation based on individual preferences will be critical to successful email campaigns in 2018.
- Interactive Features: One of my favorite emails from 2017 came from the National Audubon Society. When I first opened the email, it said their #GivingTuesday campaign needed 734 donors; when I opened it again a few hours later, the number dropped to 426. This countdown is just one way you can spice up your email with interactive features. Other ideas include integrated forms, quizzes, image carousels, and expandable menus. These add-ons make your emails stand out and encourage subscribers to open them time after time.
- Responsive Designs: It may seem obvious, but if you don’t have a responsive email template, 2018 is the year to create one. Many organizations carry a technical debt, stuck using old, inflexible code. With new devices and an increasingly mobile world, users expect to read your email no matter where they are. So make sure they can!
- Machine Learning: We’re not facing the robot takeover (yet) but tech that learns from users is changing the email landscape. Gmail already categorizes emails into three different inboxes. In 2018, we expect to see more sorting from email clients and stricter spam filtering. And smarter email doesn’t stop there. We’re looking forward to implementing machine learning to optimize email delivery time for individual inboxes and users. In the next year, your emails may be determined entirely by machine learning, customizing content based on what users have clicked on in the past.
Whether we see all these changes next year or just a few, it’s clear that the email landscape is shifting. And staying on top of new capabilities and features allows organizations to create more effective campaigns.
What email evolutions are you looking forward to next year? Anything you’re dreading? Tell us in the comments or tweet at us @BeekeeperGroup.