Do you know what are the email marketing trends for 2020 you need to watch out for?
Based on what went down in the email marketing industry in 2019, here are three significant email marketing trends that you need to watch out for in 2020:
- Compliance. With the California Consumer Privacy Act (CCPA) already on board, the PDPA in Thailand coming up in May 2020 and LGPD in Brasil in August 2020, marketers have little choice but to act as if they were headquartered in Europe and under the control of Brussels. In general, that means limiting data transfers, securing data, providing access to consumers and allowing people to be forgotten. More tough state bills are in store as well.
- Interactivity. Wiseguys used to joke that email hasn’t changed in 20 years. Well, who’s laughing now? Google announced AMP (accelerated mobile pages) for Email in 2018 and brought it online in late 2019 with support for Android and iOS. And it is beginning to attract big players, like Adobe Campaign. You can presume to see more vendors signing on for AMP in 2020. Even if most email marketers haven’t latched onto it yet.
- BIMI. BIMI (Brand Indicators for Message Identification) is a security standard that allows brands with DMARC protection to display their logos in email subject lines. This addresses the larger issue of security and the use of email to deliver malware. But, it can also be an effective brand-building tool. Preliminary data from Yahoo shows that displaying the logo increases open rates by around 10%. In 2020, expect to see more big names going public with their support. Google will be running a pilot, and CNN will probably do the same.
However, it might be a while until both businesses and consumers grasp the idea around these trends. Especially, when it comes to compliance considering GDPR compliance rate remains low and it’s been quite a while since the regulation was announced.