• Kate Walling

Top Email Marketing Challenges in 2019 & How to Move Forward in 2020

Email marketing isn’t dead.

It’s become something of an expectation that at least once per year, martech headlines sound the death knell for email while marketers eagerly try to figure out which technology took over this time.

Statistics, however, paint a much more lively picture. Email marketing has been touted as the single most effective form of digital marketing, offering a 4400% ROI and earning 6x more engagement than a tweet. Email is 40 times more likely to win new customers or engagement than social media and drives more conversions than any other channel.

It doesn’t sound like email is dead, does it?

But despite email’s “alive and thriving” status, this vehicle isn’t without its faults. As consumer preferences shift each year, email marketers face new challenges that affect their strategy.

Recognizing these challenges is the first step to overcoming them. Looking back through 2019, here are the three core challenges impacted email marketing and how you can plan to be a smashing success in 2020:

Challenge #1: Utilization is Greater

No longer just a personal communication tool, email has evolved into a multi-level marketing channel. Today, companies are using email to build communities and connections with their customers and employees, send transactional notifications, share news and updates, submit and respond to help requests, and promote their content.

This increase in utilization is creating challenges for marketers as they try to unify fragmented systems and departments (e.g., sales, marketing, customer service, help desk) into a central process — and ultimately, a central data hub.

Challenge #2: Personalization is Necessary

The push for personalized experiences has never been more urgent, especially now that marketers recognize its effectiveness. Personalized emails see 14% more click-throughs and 10% more conversions, 6x higher transaction rates, and 58% of all revenue.

Despite these facts, marketers are still struggling with creating personalization at scale. CMSWire notes that the difference between personalization and personalization at scale is data, and a lack of unified systems can prevent marketers from fully leveraging the data they collect to create the right experiences at the right time.

Challenge #3: Email Tools are Comprehensive — and Complicated

Both of the above challenges can be reduced or eliminated with email tools and features, but choosing the right platform is a challenge in itself.

There are more platforms, features, and APIs now than ever before, and companies don’t have the time or resources to test them all. Many platforms claim to be all-in-one solutions, but every company has its own needs and priorities. In essence, companies require an email solution that’s about as personalized as the experiences they’re trying to create for their customers.

Email Marketing Predictions: What to Expect in 2020

Email marketing is here to stay, but maybe not in the way it’s always been a part of the marketing mix. As utilization changes and personalization becomes a higher priority, existing email platforms will adjust in response while new tools will emerge.

Platform changes and new tool adoption don’t simplify the life of a marketer. The time investment in exploring and improving their tech stack can often consume more resources than what you pour into your email strategy.

Traction Hero launched a white paper this week that takes an in-depth look into email marketing platforms and helps you choose the best email tool for your business. We cover MailChimp, Constant Contact, Emma, Drip, SendGrid, SendinBlue, Rare, Klaviya, Curated, and Goodbits in this report and include a pricing & comparison feature, as well as an integration comparison table. Compare tools side by side — download your free copy.

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