The beginning of a new year is the perfect time to reflect on last year ‘s campaigns and set achievable goals for the coming year. In late 2017, my company surveyed 506 of our clients to learn about the challenges and successes of the year and to discover areas that are ready for growth in 2018.

Here are three easy tips to keep up to date and suggestions for increasing email reach this year, based on what we’ve learned.

1. Adapt programs to keep subscribers interested and motivated

Marketers are finding it increasingly difficult to capture subscribers’ attention. The majority of email marketers (59%) identified a major growth challenge in opening rates in 2017. In addition, 41% struggled to create engaging content for their campaigns. As consumer habits change continuously, marketers must adapt their programs to growing trends to keep consumers motivated and loyal and increase ROI.

Marketers should use A / B sharing tests to refine messages and subject lines in order to attract subscribers’ attention and increase rates. # 39; opening. When crafting subject lines, try to play on current events and social trends to add a timely twist and sting subscribers’ interest.

For example, create dynamic content that changes to reflect the local region, climate, or time zone of each subscriber. By using current and relevant news and events, marketers can create interesting and relevant emails for all age groups, which can also be used to increase brand engagement.

2. Define Successful Campaigns with Attractive Content and Integration

It’s important that content be built into all platforms to create engaging campaigns. In 2017, e-mail marketers integrated social media integration, with only 10% of them reporting it as a major challenge. Unsurprisingly, the social media giant Facebook has captured the interest of most digital marketers, with 48% having chosen to invest the most for 2018.

To create in-depth campaigns, make the integration an optimal resolution. With 27% of marketers already using video and 31% of landing pages to maximize return on investment, use these integrations to enhance customer interaction. For added in-store integration, use the QR codes associated with landing pages with discounts and special promotions.

3. Plan for potential roadblocks: watch for regulations

Do not forget that the EU General Data Protection Regulation (GDPR) comes into force on May 25, 2018 and – contrary to widely held misconceptions – will affect the American traders. This mandate may cost companies more than 20 million fines if they do not comply, but 84% of the email sellers we surveyed are unsure of how which GDPR will affect their business. This mandate is already having a global effect, and Australia would seek to implement similar laws.

Marketers should take the time to read global regulations to make sure they do not violate any law. One suggestion: Adding a form field during the subscription process to ask subscribers for their location can help businesses stay in compliance with the country’s local laws and better personalize email by location.

Marketers can take advantage of the fresh start of 2018 by taking these steps to build stronger and more engaging email marketing programs. It is important that they set goals to take steps towards growing their brands. By making full use of all available tools, integrating campaigns across platforms and observing new regulations, marketers can expand their reach and make this year their best year.

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

EJ McGowan is the Managing Director of Campaigner at j2 Global, a cloud, unified communications and digital media services company. He has over 25 years of experience in the software industry with expertise in building highly available and scalable SaaS solutions.