email marketing

Email marketing – 6 essential thoughts about what’s next

Marketing agency with a finger on the pulse

Since the begging of the internet, emails were the most used personalized channel for interaction with the customer. Email marketing is heading to a new era, as the technology evolves and the number of people whose using email is growing every year (expected to be more than 3.8 billion in 2018), but the way of how a great email is looking is a masterpiece.

Email marketing

Building an astonishing email campaign has become as very important as your own product/service, so planning is important. Sending the right emails to the right people at the right time based on the technology behind emails marketing is giving you a chance to scale building relationship with your audience. Below are the top essential thoughts about what’s next with email marketing.

Below are the top essential thoughts about what’s next with email marketing.
  1. Better marketing practices, better software, and better use of data, email is becoming more automated, more personalized, and more relevant. With interactive features working their way into the inbox, the use of artificial intelligence taking off, as well as predictive marketing, becoming more common, email’s value will only continue to increase both for marketers and subscribers.
  2. Interactive elements like Menu, Sliders, Countdown and Gif’s will continue its dominance; gamification will also be a rage in the near future. It also encourages readers to engage with a brand, generating twice as many conversions passive content. Not only is a quiz or slideshow attention-grabbing, but businesses have discovered that elements like these can be easier for subscribers to consume.
  3. Video email gains broad adoption of email marketing as the last 24 months has seen a significant evolution in the ability to reach the inbox with high-quality video. The consumer preference for video content (it’s forecast that 80% of our time online in 2018 will be spent watching videos)will drive email marketing to bring video forward into their email communications as they will find it is the most effective means of driving views of their video content.
  4. “Content is king” and it’s changing perspectives on how to create resonance with consumers and also deliver results are redefining what desirable content looks like. Taking things like cause marketing in-house to integrate them into a brand is just one example of how marketers will start to put an emphasis on quality.
  5. A/B Testing of the email campaigns, drip campaigns and newsletters are all great ways to increase email conversions. Like any marketing strategies, however, they can be improved. You can achieve this through A/B testing. There are many aspects of your email campaigns that you can test and subsequently improve, I recommend only testing one aspect at a time however so you can more accurately measure your results.

Here are some common aspects perfect for A/B testing:

  • Call to action (“Buy Now!” vs. “Try Now”)
  • Subject line (“Product ABC on Sale” vs. “Discounts on Product ABC”)
  • Body
  • The layout of the message
  • Headline
  • Closing text
  • Your specific offer (example: “Save 50%” vs. “Free shipping”)

6.  Mobile-friendly email, because 54% of emails are now opened in mobile email clients. Needless to say, mobile devices have been taking over the desktop devices for quite some time. And it’s about time we design emails mobile-first. Responsive design will no longer be a “nice to have,” it will be a “must have.”And it won’t just be emails that marketers are formatting for mobile. Email subscription forms will start becoming more mobile friendly as well. Since most mobile visitors come to websites from an article vs. the homepage, we’ll start seeing more articles ending with email sign up forms to increase conversions.


As final thoughts, marketing is changing daily, so there must be other techniques which may be applying to your business, but in my opinion, these are the most essential right now, and email marketing is not dying, as is still providing one of the highest ROI’s available. If you have any other thoughts, please shoot me an email and I’ll gladly discuss it.

Dutu from WTM – Product Director

Email Marketing Automation

Few people can deny the power of automation. I have seen its magic with my very own eyes.


What is Email Marketing Automation?

Automatic email campaigns create triggers based on how the users act.

These triggers will alter the course of a content journey for each customer depending on timely, personalized, and relevant information unique to the reader.

When the user responds in a certain way they have expressed to you an interest via their engagement behaviour.

The automation campaign acknowledges this behaviour and will compound the positive interaction by providing more of the information they seek (assuming your automation campaigns are on point of course)!


My experience

I recently worked on a campaign for The Ashes. I wanted to get in touch with people who showed interest in this test cricket series played between England and Australia.

The client is a fantasy sports platform that’s always trying to come up with something innovative. We’ve been working with the client for some time now, and this time it was about cricket.

We started to create a campaign and our greatest desire was to inform people of the possibilities of playing every single day.

Prior to the launch, we brainstormed and created various emails with different designs and different ways of expressing our message.

It was a real delight when I noticed different ways that people started to respond to these emails.

I created eBooks, blogs and even different design for buttons to access them directly from our emails. It was a full marketing automation email campaign. The buzz around the office was palpable when we gained traction on the campaign.

This showed to me that e-mail marketing is one of the most effective marketing channels today.

Data Analysis

Let’s set the scene. Perhaps 50% of visitors to the site are not yet ready to buy and need more information before making a decision. You can either let them do their own research, or you can shape their research for them!

At the end of the summer of 2017, I made a report for a series of tutorial emails sent to all new subscribers. The aim was to find out if they had enough information and that they were properly on-boarded and satisfied.

After the analysis, I changed the design to see how people react to something new and more colourful.

The team focused on:

  • Changing texts
  • Using a common and easy to understand the language
  • Utilising many images and tips on how to use the platform
  • How to play on the platform.

After just a short period of analysis, we can spot areas within the automation that we could improve.

After the analysis, we improved the relevancy of the information people were looking?

This then allowed our client’s website to start converting more customers quicker.

How we do this?

Our team works hard on data verification of all automation campaign.

A big part of my job is to collect data on EVERY campaign and generate weekly reports.

As a team of specialists, we review each the campaigns and look for ways to improve each week. Did one email have a higher than normal click through? Why was this? Was it to do with timing? Maybe it had a better call to action? Maybe the content was more relevant that week?

All of this data helps our team assess the effectiveness of a campaign. Marketing is a constant feedback loop which allows you to constantly improve. Email marketing gives you that access and feedback on that customer in the most personal area of your contact – their inbox.

I believe in the power of innovation to constantly stimulate new value for customers. Technology advancement has made automation a necessity for growth and success, not a barrier.


Bianca, from WTM – Account director