Email Industry News: A report reveals the three trends that will shape email marketing in 2020, a study reported email is the main lead nurturing tool for businesses and a new Office 365 feature which will keep your Outlook inbox safe from annoying and malicious emails.

“Email is 20-30 times more effective in generating a purchase than any other tool.” – Josh Kaufman

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

  1. The three trends that will shape email marketing in 2020
  2. Email newsletters – the most effective method for nurturing leads
  3. A new Microsoft Office 365 feature that will protect your Outlook inbox better

Let’s dig in.

A Report Reveals The 3 Trends Shaping Email Marketing In 2020

Email is still at the centre of marketers’ digital programs. No surprise there. It offers several benefits: it’s an owned communication channel; it’s permission-based (meaning consumers have opted in and indicated interest); and, it’s a traditional marketing channel that most marketers are thoroughly experienced with.

With that being said, a new report from eMarketer reveals the trends that will shape email marketing practices throughout 2020.

Here’s what should remain at the top of your mind.


It’s been identified as a leading trend across marketing communications. However, most emails are still not tailored to the person receiving it.

Cross-channel personalisation software SmarterHQ, which has been tracking retail emails for a study, found that out of 25 emails received from Walmart, just one was personalised based on behaviour.

By comparison, Target sent 23 behaviourally personalised emails from a total of 41.

Our recommendation, always make sure your email campaigns are addressed accordingly. People like attention. If you give it to them by simply personalising your emails, you’ll be more likely to achieve the goal your email was set out to do. Behavioural Automation? Then all the better.

Consumer Privacy Regulation

The recent round of consumer data regulations like the EU’s GDPR and the California Consumer Privacy Act (CCPA) in the U.S. is sure to have an impact on email marketing programs in 2020.

This is especially true when it comes to the previous trend we mentioned, personalisation, as it affects the level of consent needed to send personalised email communications. 

Furthermore, if marketers are measuring the results of their email program by tying an individual’s metrics to that same individual’s data across other channels, they would also need explicit consent for that.


Customers want more control over email frequency, but just 10% of retailers say they’re meeting that expectation.

Email Industry News | - free email marketing software

According to the report, most email marketing practitioners determined messaging frequency through some type of data-driven approach. In general, marketers tend to agree that fewer emails work best. Especially if the content is on-point and relevant to the subscriber’s needs. Although, leaving the frequency up to the individual consumer sounds like it would improve satisfaction overall; and who doesn’t want a happy customer?

As a bonus, and to emphasise on the major role email plays in consumers’ lives, we recommend also taking a look at Litmus’s Email Marketing in 2020 report. The mosaic of predictions in the report creates a collective vision of the future of email marketing that’s both exciting as well as a bit daunting.

Email Is The Main Lead Nurturing Tool

We’ve already mentioned email is in the centre of marketers’ digital programs. Now, we’d like to focus on the major role it plays in B2B content marketing.

According to a recent study by the Content Marketing Insitute and Marketing Profs – B2B Content Marketing 2020 – email newsletters are the most effective method for nurturing leads. Of the content marketers polled, 31% cited newsletters, 13% blog posts and 9% each for in-person events and case studies.

In addition, email response tops the list of performance metrics. Here are the top 8 metrics B2B marketers tracked to measure content performance in the last 12 months:

  • Email engagement (e.g. opens, clicks, downloads) – 90% 
  • Website traffic (e.g. page views, backlinks) – 88% 
  • Website engagement (e.g. time spent, bounce rate, form completions) – 86%
  • Social media analytics (e.g. shares, followers, views, likes) – 83%
  • Conversions (e.g. traffic to subscribers, leads to sales – 78) 
  • Email subscriber numbers (e.g. growth, unsubscribes) – 64%
  • Search rankings – 51%
  • Marketing qualified lead metrics (e.g. MQLs, SQLs) – 49%

Furthermore, the top two technologies B2B organisations use to assist with content marketing are analytics tools (86%) and email marketing software (85%).

The research is based on input from 679 respondents. You can read the full study here.

Microsoft Office 365 Update Brings A Vital New Feature To Outlook Emails

Microsoft Office 365 is getting a vital upgrade that should help keep your Outlook inbox far safer and free from annoying and malicious spam.

The update, which started rolling out this month, includes a new feature called Unverified Sender. In the official Microsoft Roadmap, the feature is described as – 

a new Office 365 feature that helps end-users identify suspicious messages in their inbox. In order to help customers identify said suspicious messages, we’ve added an indicator that demonstrates Office 365 spoof intelligence was unable to verify the sender.

Simply put, the feature can be used to help users filter out unwanted and harmful messages that could be used to spread malware or spoof emails.

Once activated, the setting will automatically alert users to the fact that the origin of an email can’t be confirmed and could be part of a spam or phishing attack.

Microsoft said that not every message that fails to authenticate is malicious. However, users should be careful about interacting with messages that don’t get authenticated if they don’t recognise who they come from.

Even if you do think you know who the email has been sent by, if that person normally doesn’t have a question mark (?) in the sender image – but you suddenly start seeing it – that could be a sign the sender is being spoofed.

You can find more information about the feature here.

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.

Professional Email Marketing | Powered by EmailOut.comOpen your Unlimited Sends one-month free trial today – after your first month with us you can switch to our FreeForever account giving you 12,500 sends to 2,500 contacts each and every month for free, forever. Corporate email marketing? Contact us.

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Adi Angelova

Author Adi Angelova

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