It is common to hear about the latest trend on the block or a new SEO strategy to blow the socks off the competition.

But, be careful, yesterday’s methods are still important, like email marketing.

At the beginning of each new year, professionals in the world of marketing and advertising begin the search for “what’s on the horizon”, that is, new trends, tactics and tips to make marketing more effective during the coming months.

Although staying ahead is very important to assimilate the progress and evolution of digital marketing, it is also important to remember that some of yesterday’s marketing strategies continue to work very well. And if we talk specifically about email marketing, we can point out responsibly that it remains fundamental in 2018. For many, now it’s more important than ever.

The figures support it

According to eMarketer projections, in 2018 there will be almost 240 million Americans with email marketing accounts. Globally, the user community will expand from 2.4 billion to almost 2.8 billion during the same period of time.

According to the point of view of many marketing analysts and industry observers, tomorrow’s technologies, such as Google Glass, smartwatches, portable computing devices and others, will represent, over time, new ways to access email.

For marketing people, this means new ways of directing and interacting.

In the second half of 2018, the focus of attention should be on the effectiveness of the email, rather than on its novelty.

It is not enough to wait for a technological evolution of email marketing, you must think how to make it more effective.

The relevance is still relevant

Relevance is key in email marketing. If, according to your shopping and behaviour history, your clients show interest, you can determine with more precision what to communicate and how to do it, according to your specific motivations.

The useful remains essential

There is no alternative but to provide information and content that can be really used by your audience.

Regardless of your offers or promotions, the email must provide concrete value by delivering relevant news, advice, or some necessary and customised resources according to your tastes, thus increasing the interest of consumers and showing that your company is an authority in your area.

There is no “correct” or “incorrect” time to send an email

You must establish the connection between the days and the hours that show greater effectiveness in the case of your contacts. To do this, experiment and test at different times. This way you will be able to detect the “right moment” to reach your specific audience.

Calls to action must be clear

Using a weak call to action is one of the most serious mistakes in email marketing and cause you to miss out on a great deal of potential business.

Your emails must be very versatile, as it is personal.

Simply highlighting an inviting offer will most often be ignored if there is no relevant and personalised content for that recipient.

Monitoring the results is still vital.

There is no one-size-fits-all approach to email marketing. Fortunately, we have the metrics that reflect the results obtained by an email and help you monitor, measure and modify or correct your campaigns.

Devoting attention to studying the results is vital. Over time, you will identify the variables that work and isolate those that do not.