January 17, 2020
At the beginning of the new decade, let’s take a quick look at the world of email in 2019.
Millions and millions of US dollars have been paid in fees by some of the biggest companies for compromising consumer privacy, after the General Data Protection Regulation (GDPR) went into effect. Meanwhile, the California Consumer Privacy Act (CCPA), just went into effect and a few other states are drafting consumer privacy bills of their own, including New York, Nevada, and Washington DC. Things are getting serious!
Company mergers and acquisitions, together with billion-dollar investments, marked 2019. Many players in the email marketing industry became one during this year. Let’s see what the new decade will bring for them!
For its 15th birthday, Google released their redesigned Gmail mobile app and later on rolled out the dark theme support for Gmail’s Android and iOS apps and implemented TensorFlow, an open-source machine-learning framework, which resulted in the blocking of about 100 million more spam messages each day. Thanks Google for taking such care!
After the USA and Great Britain, is Germany the next to have its own Amazon stores? Nothing is clear yet. However, what is known is that Amazon would like to stimulate shopping via Alexa voice-controlled devices, thus lowering the price and encouraging the use of its Echo Dot device.
Upon releasing its annual report, Mailchimp stated that email marketing is on the rise and evolving. Despite numerous properties offered by the platform, email has proven to be its strongest feature. Mailchimp revealed that over 340 billion emails have been sent, resulting in more than $300,000,000 revenue for their customers. This was done simply by using Mailchimp product recommendations. Thus, Mailchimp claims more than 60% share of the email industry, with its nearest competitor claiming only 9.5%.
What is more, Mailchimp doesn’t stop there. They have also started their own channel, Mailchimp Presents, which has already obtained millions of views and downloads.
See the full report.
With the rise of mobile apps usage and privacy acts, the browser cookies are becoming less important. At least the third-party browser cookies. So, is this going to give digital marketers a hard time?
Yes and no.
Studies have shown that customized promotional emails produce six times more revenue than those that aren’t personalized. Therefore, the focus should be on acquiring first-party data via customer relationship management systems, transactional systems, subscriptions, and newsletter sign-ups, where “identity-based” tracking can be employed.
Another thorough report, this time by Campaign Monitor. After analyzing 30 billion emails sent from their platform globally in 2019, the email marketing software company released its annual global benchmark report.
Some of the key takeaways are:
1. Government, Nonprofits and Education had the highest open rates with 30.5%, 25.2% and 23.4% respectively.
2. Global retail open rates slightly dropped this year by 1%. Considering that retail has the highest competition of all industries, the numbers are not surprising. The click-to-open rates remained higher than the average 14.3% – which is good news that people who open the emails are also visiting the website.
3. Fun insight is that marketers can stop chase the “best send day”, as Tuesday, the day with the highest open-rate, has at the same time the highest number of unsubscribes. Simply focusing on providing a real value to see better metrics is the way to go in 2020. And forever.
4. Email marketing will continue to be at the top of the channels for engaging customers. This just proves that regardless of how good your email marketing numbers are, there is always room to improve. A lot!
Take a sneak peak into the full report.