How To Do Email Marketing In 2020

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Back in 1978, Gary Thuerk, marketing manager at Digital Equipment Corp was nicknamed the 'Father of Spam' after sending the first mass email promoting DEC machines to 400 users via Arpanet (the technical foundation of the Internet).

This resulted in $13 million worth of sales.

Though this email was deemed controversial at the time, it proves this channel of communication was destined for greatest from the start.

In this blog, we discuss how to do email marketing in the 21st century. 

5 Email Marketing Tactics for the Future

  • Think About Mobile Users
  • Write For Short Attention Spans  
  • Artificial Intelligence
  • Data-Driven Marketing 
  • Build Trust


Think About Mobile Users

In 2020, you will continue to see the number of mobile users rise.

As of December 2019, Stat Counter reported that mobile users at 53.29%, continue to surpass desktop users at 43.99%. 

stat counter_how to do email marketing


This statistic and other research findings are what continue to drive mobile focused changes, like the ones below, to email marketing: 

  • Accelerated mobile pages (AMPs)
    • AMP is a web component framework and a website publishing technology developed by Google which has the mission to 'provide a user-first format' for web content. AMP for Email allows senders to include AMP components inside rich engaging emails, making modern app functionality available within email. This dynamic email format provides a subset of AMPHTML components for use in email messages, that allows recipients of AMP emails to interact dynamically with content directly in the message.

  • Rich Communication Services (RCS)
    • RCS is a next-generation SMS protocol being championed by the GSMA, Google & Android, Samsung, and many carriers and mobile phone manufacturers. And for businesses, the recently released RCS Business Messaging opens even more doors for customer engagement, marketing, and sales.

  • SMS marketing
    • SMS (which stands for short message service) is a strategy that allows businesses to send messages to customers via text.

  • Mobile-first web design
    • Mobile-first design is a strategy that says when you create a website or app, you should start sketching and prototyping the smallest screen first and work your way up to larger screens.

With all this in mind, it's never been more important to make sure your emails are mobile optimized. If you aren't sure how to do this, don't worry, we've written a blog on that too, 'How To Improve Your HubSpot Email Marketing With Optimization'.


Write For Short Attention Spans

The Elements of Style says, "a sentence should contain no unnecessary words, for the same reason that a machine should contain no unnecessary parts.”

how to do email marketing


With the shift towards mobile, concise copy is key and you can do this by avoiding redundant phrases like the ones below: 

  • Forever and ever
  • New innovations
  • Completely annihilate

  • Blatantly obvious

  • Passing fad

If you aren't a writer, you might want to invest in one that can write interesting, short and scannable copy.  In doing so, you'll be able to create emails that are clear, concise and intriguing...helping you to speed up response times, which eventually will increase sales calls and revenue. 


Artificial Intelligence

Artificial intelligence is one of the fastest moving industries producing technology like:

how to do email marketing_ai


  • Deepfakes 
    • an AI-based technology used to digitally produce or alter realistic looking video content. 

  • AI-powered machine translation
    • Services like Google Translate that can translate the human voice into words of another language.  

  • Bots that can master the complicated games
    • Like DeepMind beating world champions at the Chinese game of Go. 

With the help of artificial intelligence, email marketing is also becoming more powerful with the ability to increase conversions by including personalization, automation and data analysis.

Make sure your email service provider is harnessing this technology. If you use Hubspot Email, you are good to go. 


Data Driven Marketing

Data Driven Marketing delves into using data from your current marketing databases and systems to help guide you in a smarter direction. 

how to do email marketing_data driven marketing


A/B testing is a great example of this.

Optimizing the copy, design, CTAs and layout of your emails with the goal of providing the greatest possible levels of engagement and ROI. 

Most likely, you're already using this tactic if you make tweaks to your email content, based upon previous performance. This is an excellent way to increase opens, clicks, downloads, forwards and sign-ups.



Build Trust

If you think about it, email marketing has weathered some sizable threats with the selling of email lists and spammers increasing for many years and with the recent rise in many new forms of digital communications.

how to do email marketing_build trust


Yet the introduction of legislation like the Can-SPAM Act, GDPR and CCPA have helped email stay a key player in the game. 

Now that the majority of recipients are only receiving emails they want to see.

This happened by allowing people to 'opt-in' from particular senders and making it illegal to not include an unsubscribe opportunity on every email.

The end result: Users' confidence is solidified and now email marketing's status is headed towards exclusivity


That concludes our recap of the how to do email marketing in 2002. Do you want to learn more about HubSpot Email?

If you found this article helpful, you may also enjoy:

If you want to speak to a HubSpot Specialist about your specific email marketing needs, feel free to book a complimentary 30min chat, by clicking the button below.

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Remotish is hyper-focused on servicing companies that plan to use or currently have HubSpot. We have been keeping up on our HubSpot skills since 2013. We make HubSpot awesome.


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