In 2019, the strength of email as a marketing channel was demonstrated in a few key ways: a focus on user empathy, accessibility and storming towards the future with the advent of AMP for email.

Empathy in Email Wins in 2019

One of the best articles about email marketing I read this year explains

. Something as simple as preparing a thoughtful opt-out letter (We’ll miss you, but would you like to receive our emails anymore?” not only paves the way for a squeaky-clean list and lessens the threat of spam complaints, but it takes a moment to say, “Hey, do you want to keep up this conversation?” and the opportunity to avoid unwanted communication. Caring about your audience’s emotions – hey, is this Mother’s Day email going to cause sadness or an adverse emotional response from anyone on my list – can be remedied with a simple opt-out. By letting a customer choose to skip one of your experiences, trust is built for the next round, because they felt seen and heard.

User Accessibility Stepped Up It’s Game This Year