The 4 MUST in email marketing for 2018

Now in 2018, we want to talk about 4 elements that can make a difference in an email marketing strategy and that, in fact, we have already mentioned throughout 2017. For us, these are the 4 MUSTs that should be implemented, as far as possible, to improve the quality of email campaigns and the relationship with the database.


1-Implements Artificial Intelligence
Each time the artificial intelligence email marketing is becoming more established, and we cannot forget its ability to analyse large amounts of data, identify patterns and trends and, therefore, automatically formulate predictions. Among the functions it can provide to email marketing we find the prediction of subscriber behaviour, the segmentation by interests or similar data from the database of customers and prospects or the knowledge of the best time to make a shipment thanks to its algorithm. In fact, in another post we commented that among all areas of marketing, on 87% of practitioners would choose to implement the artificial intelligence in email marketing.
Of course, artificial intelligence is gaining ground by leaps and bounds and here you can see  2 examples of companies already applying it and getting good results.
2- Put the Progressive Register into practice
The progressive registration can become the best recruitment tool for those companies or brands that seek to create minimum friction for the user but, at the same time, seek to obtain as much interesting data as possible. In fact, it consists of proposing a registration process to the user in phases. In the first phase, the user is only asked to provide the opt-in Once this is done, the user enters a second phase in which they are asked to "enrich" their profile with more information. In this way, we do not lose records and we take advantage of the inertia of the moment to obtain relevant information from the user. Below we can see a good example of this:
Phase 1

Phase 2

3- Betting on Adaptive Marketing
The adaptive marketing can help us to know when is the best time to send an email marketing campaign. This is due to its ability to connect brand communications with the context that your audience is experiencing at a given time (an event, an event, the place where the user is or the time and weather conditions). Therefore, sending an email at the right time will increase the chances of opening.

Working with an adaptive marketing platform, you could, for example, programme a campaign to be sent only when the temperature is over 30ºC, or to be sent when rain is forecast or depending on the result of a sporting event. It all depends on the type of product we are marketing or the service we are offering.
4- Responsive, always Responsive
We have been saying it for a long time and we can't get enough, responsive design in email marketing is a MUST. Although more and more brands are joining responsive, there are others that still do not see it as a priority. And the truth is that its implementation is only advantagesImproves the user experience, does not affect deliverability, increases the Clicks to Open rate and increases the chances of conversion. And finally we leave you with 9 tips to make a good responsive email.