It can sometimes feel as though the ways in which we interact online are always changing. The prevalence of social media has been a game changer for marketers and business owners, and the landscape is set to remain changeable as technology advances at an ever-increasing pace, bringing with it new opportunities to strive for current and future growth. There is, however, something that has remained constant: the relevance of email marketing.

Email has become part of our everyday lives. In fact, research indicates that more than 90% [1] of Internet users cite checking their emails as a primary reason for being online. Those statistics are significant and suggest that all businesses need a solid email marketing strategy if they want to nurture key relationships with an engaged audience and drive additional sales.

Many aspects of digital marketing are informed by trends, so here’s an idea of what to expect from the email landscape throughout 2020.

User-Generated Content

You might have seen the term user-generated content used largely in relation to social media strategies, but it can be an excellent email marketing tactic as well. From showcasing five-star reviews to sharing images of your customers using your products or benefitting from your services, user-generated content can help you to drive additional leads and sales whilst also demonstrating that you genuinely care about the experience you are providing to your customers.


Emails can also be used to encourage additional interaction. From promoting a hashtag your audience can use on Twitter or Instagram to share their experiences with your products/services to actively asking for direct feedback in the form of a simple survey, email communications can be used to start a variety of conversations that can stretch across multiple channels and platforms, ultimately allowing you to nurture an engaged community of people who are interested in what you have to offer.

Video Content

In addition to being inherently shareable, video content can quickly convey large amounts of information to viewers in ways that are easy to consume. But many major email clients, including Gmail, don’t support embedded videos, which means that your subscribers either won’t be able to watch your video or your email will make its way directly to their spam folder.

Thankfully, however, there are several creative workarounds that can be implemented to encourage your subscribers to click-through to engage with your video content. Embedding a still thumbnail image can provide all the visual stimulus required to encourage those valuable clicks, but if you want to get even more creative, creating a gif showcasing a small part of your video can be even more intriguing.

If you’re looking for a helping hand with your email strategy, reach out to a team specialising in web design in Kingston to devise a strategy that will work for you and your business.