Effective Email Marketing Campaigns

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Too manyecommerce marketers still treat email as a channel to blast their sale emailsin the hope that it’ll drive conversions. However better spam detection and theneed for good email engagement will see fewer marketers playing the ‘numbersgame’. Laura English from Sonder predicts that instead email marketers willincreasingly take a relationship first approach with their subscribers. Inecommerce we’re going to see fewer brands playing the ‘numbers game’. Brandsare finding consumers are more curious about what a brand has to offer whenthey’re sending one email per week, as opposed to 3 a day. Privacy concernsaren’t going anywhere With the CCPA having come into effect on January 1st thisyear, email marketers will need to continue to be conscious of privacyconcerns.

Especiallywith all the new data coming in from Canada Email List wearables, increased personalization withsend time optimization and email becoming more like webpages. Peter Sumptonalso doesn’t think we’ve seen the last of new privacy legislation. First, therewas CASL (Canada’s Anti-Spam Legislation). Then GDPR. Now, brands have to adaptto the California Consumer Privacy Act (CCPA) as well as the Nevada Privacy Lawand what looks like a wave of other state-level privacy laws in the US. Managinglegal compliance will be a major focus for American companies, many of whichhave been unaffected by CASL and GDPR. Cory Hedgepeth from Content MarketingCopy predicts that subscribers will also continue to care about how theirpersonal data is being used.

  

While emailmarketers are beyond the GDPR hump to some degree, consumers will continue toincrease their desire for more privacy. For email marketers, this not onlymeans being compliant in terms of CAN-SPAM but also aiming to convey theiradherence to privacy to the consumer. The more the consumer is convinced themarketer’s newsletter is a safe privacy space, the more likely they are to signup or remain on the list. Increased locationization This one’s probably notgoing to have as big of an impact as the above predictions, but Len Shneyderfrom Twilio predicts that we’ll start sending non-Latin characters in emailaddresses. Email will take on an even more local flavor: SMTP-UTF8 is thelocalization of email addresses.