As we have already explained in other articles, it is necessary to be very aware that all the elements that make up an email are equally important: from the subject of the email (clear, direct, honest and attention-grabbing), to the location of the CTA, with its precise message, or the videos, images and texts that we include in the body of the message.
And, even if you are completely clear on these points, the same thing happens in Email Marketing as in all branches of the online world: it changes. Everything changes. The digital pharmaceutical email list world changes and evolves at a terrible speed, making obsolete today what was trendy yesterday , and making digital marketing experts constantly have to be up to date with the changes and developments that affect their sector.
In this article, therefore, we are going to look at the 5 (new) trends that are making a strong entrance in the new year 2019.
Pay close attention to each of them, and don't overlook them in your new digital Email Marketing strategy !
The use of mobile devices for browsing or making any kind of digital query has, in recent years, been winning the battle against desktop. We can understand the mobile phone as that element that always accompanies us wherever we go, making it much simpler, more practical, instantaneous and easier to check emails or consult any topic on the web via mobile, leaving laptops, desktop computers or tablets in second place.
In this way, we must change our mentality – once and for all – towards formats and content designed primarily for the user who consumes on mobile , adjusting – later – to the rest of the screens.
Visual elements that stand out from the content
Integrating visual content, such as images and/or videos, into your messages will make the message more attractive to the user, capturing their attention to a greater extent.
Normally, when we read texts, we need to pay much more attention, and in our daily lives users rarely have enough time to stop and concentrate on a text. Therefore, the key to sending a correct email is to keep the text content short (three paragraphs being almost excessive), and to complete the body of the message with visually attractive images, GIFs (which give a very good response) and videos.
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Although, on the other hand, you should know that you must pay attention to the videos, because if they are too long, it will generate rejection and/or boredom on the part of the user and you will lose their attention, with the well-known and much-feared phrase for brands of " I'll watch it later ."
Telling a good story; good storytelling (that's what's cool among the new generations)
We could define a brand's storytelling as a technique that seeks to connect users with the message it wants to convey, creating a magical atmosphere around the story told.
Because people can forget things they have read and been told, but they do not forget how they make us feel. Or if not, tell that to Ruavieja and its “ we need to see each other more ” campaign in a while, for example…
The ability to tell stories and connect emotionally with users through stories that reach and touch the rational and instinctive is what will really make the difference. And, believe it or not, Storytelling is not only applicable to television commercials or audiovisual campaigns: now, we will also begin to see it to a greater extent within Email Marketing. Also, remember to take into account the subject of the email, and that it has some connection with your Storytelling: as we have already confessed on other occasions, the subject will be key and decisive for the user when deciding whether to open (or not) the email .
Join the smart speaker trend
Like Facebook Portal, Alexa or Google Home, for example, we are starting to become familiar with smart speakers that allow voice control of household appliances. From regulating the lights in the rooms of the house, to turning the heating on or off and even connecting your favourite Spotify playlists.
