2019 brought a significant amount of changes to email clients as well as key industry updates and trends, however, the recent Litmus ‘2020 State of Email Report’ report will give your business hands-on advice and help you build a successful email program for 2020 and beyond. Furthermore, a study shows that 68% of people immediately unsubscribe from brand’s emails if they get too many of them.

“How to write a good email: 1. Write your email 2. Delete most of it 3. Send.” – Dan Munz

In this article, we’ll cover the following most recent email industry news:

  1. Build a better email program for 2020 and beyond with the help of the 2020 State of Email Report
  2. 2020 Consumer Privacy Report – people want more control over the data they share

Ready to dive in?

2020 State Of Email Report

The future changes constantly. However, email continues to reign as the channel of choice for marketing and business communications for customers across all age groups.

The past year brought a lot of changes – the rise of AMP for Email, the growing popularity of Dark Mode, new legislative changes that affect businesses on both the front and back end and more – which have the potential to turn the email industry upside down and impact your email program. Nonetheless, if your email teams can master both the technologies that keep email relevant, vibrant and necessary as well as the strategic planning of how to use it wisely, your business’s future will be bright.

With that being said, our dear friends at Litmus analysed all the significant email client changes, email marketing trends and key industry updates from 2019 and put all their findings in a report that will certainly help businesses improve their email marketing program in 2020.

The report will help you understand how –

a) to react to the most crucial email client changes
b) new privacy laws shape the email industry
c) email marketing will evolve in 2020 

So, if you want to get hands-on advice and build a successful email program in 2020 – and beyond, download Litmus’s 2020 State of Email Report.

2020 Consumer Privacy Report

In commemoration of Data Privacy Day, which was on January 28, Data Grail released a report which shows that users expect to have more control over their personal information and are concerned with how businesses use the data collected about them. The intentional release of the report on Data Privacy Day was to help raise awareness for data privacy.

According to the report, people are fed up with brands that send them too many emails. Of the people who partook in the study, 68% stated they’ll immediately unsubscribe if they get too many emails from a company whilst 16% said they’ll just mark them as spam.

What’s worse is that 62% said they continued to receive emails from brands even after unsubscribing; and, 66% got emails from companies they’ve never heard of. That goes against all known data privacy laws as well as consumerist demands. However, this also partly explains why people want more regulations – 80% feel there should be a law to protect their personal data. Well, GDPR was implemented May 2018, CCPA became effective January 1, 2020, PDPA is coming up in May 2020 followed by LGPD in August 2020. So, we’d say that aspect will be covered.

Moreover, 35% of customers state they will exercise their privacy rights with email providers. Consequently, even more people (37%)  will do the same with social media while 24% will assert their rights with e-commerce sites.

Email also plays a part in shoppers’ concerns about how their personal data is used. Here is a list of concerns –

a) Social media data sold to third parties – 48%
b) Social media data sold to serve targeted ads – 40%
c) Content of emails to serve targeted ads – 34%
d) Content of chats to serve targeted as –  28%
e) Health data sold to third parties – 21%

According to the report, these concerns reflect the fact that data collection “goes far beyond an email address to precise location biometric and intimate health data.

The positive news – for retailers, e-commerce brands and social media providers – is that 73% of people are willing to pay more for online services that do not sell their data or use it for unsolicited marketing messages.

So, is your email marketing platform compliant with all the privacy laws? Does it give the customers and the businesses the level of control over their personal data they need?

Final Thoughts

Do you have any suggestions or ideas what email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

In the meantime, you can take a look at our email marketing blog for useful email advice, tips and tricks. Last, but certainly not least, we’ll keep you up-to-date with the most recent social media news, search engine news, PPC & Ads news as well as other digital marketing news we found interesting.

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