Email marketing has undoubtedly kept its strong footing in every business or brand’s marketing strategy. However, email marketing being a continuous endeavor for many products and services on a regular basis can prove to be a tedious task every now and then. To keep things fresh and relevant, brands latch onto trends that are currently favored by their audiences.
Come 2021, email remains the number one option for marketers to achieve organic results even though 2020 stirred up the entire global ecosystem along with marketing strategies. To help businesses stay abreast of the latest email marketing trends, we’ve compiled those trends in an easy-to-understand manner.
Here Are 5 Email Marketing Trends To Watch Out For in 2021:
Email marketers are already familiar with the effect of personalization an email campaign can have. However, come 2021, having the recipient’s name on the subject line just won’t cut it anymore. Dynamic content as part of your email body could be one of the starting points of hyper-personalization.
Segmentation of your audience personas based on years of accumulated data and insights will help you personalize your email better. Factors such as location, age, sex, and purchasing habits will help you craft content for each segmentation better. Furthermore, optimizing your sending time to distinct segments based on their email open patterns will help you stay ahead.
Automation of your email campaigns has taken precedence over an email marketer’s life for a few years. Drip campaigns or automated email campaigns ensure a cohesive communication cycle between your recipients and brand.
Through trigger-based drip campaigns, your subscribers have control over what they wish to receive in their inbox. For instance, if you conducted a survey campaign in 3 different phases and a segment of your audience didn’t participate in the first one, you could send them a follow-up email instead of pushing out the 2 other surveys and have them unsubscribe for spamming.
You could have drip campaigns in the form of:
- Welcome email series
- Transactional email updates
- Successful purchase or login
Interactive Email Templates
Although this trend has been going on for quite some time, email templates and their microelements can very well make or break your email campaigns. It all comes down to what you wish to communicate.
93% of consumers are heavily influenced by brand colors and textures. For instance, dark mode is one of the top branding and communication trends in recent years, which is also taken into consideration while crafting an email. Similarly to keep your emails pleasing to the eye, there are few elements that need to be part of your template:
- Gifs & Animated Buttons
- Surveys & Polls
- Clear & Concise CTAs
- Accordion features and product carousels.
To learn which email templates and elements are best suited for your brand, schedule a discussion with us and get access to a tailor-made email marketing strategy. Minimalism, dark-mode, or bright & bold colors can become the new norm for your email marketing campaigns in 2021.
Appreciation Emails Counts
Birthdays, anniversaries, milestones, exclusive offers, and thank you mails all count as appreciation emails which always work well for brands. Through these emails, the brand forges an emotional connection that every consumer craves. Having invested time and money in your brand, your audience would very much like to see the emotional and human side of your brand.
It does not have to be related to your product or service offering at all as it could be just an appreciation of all the frontline workers who have given their all in 2020 and keep doing so in 2021. Providing a helping hand or creating an emotional connection will inspire goodwill, loyalty, and trust in your business.
Mobile-Optimized Is The Way Ahead
A no-brainer for all the marketing specialists out there. Mobile optimized websites and landing pages create effective conversion cycles and will continue to do so for email marketing as well.
According to Statista, mobile devices generated close to 75%-80% traffic in 2020. Mobile usage has surged in 2020 and continues to do so in 2021 which means brands will have to focus on mobile optimization. If your emails are not being optimized for your mobile users, chances are that you will miss out on growing your conversion funnel in 2021.
Apart from leaning into trends, one must also deep dive into metrics such as deliverability rates, bounce rate, open rates, CTR, and conversion rates to truly unleash the potential of lead generation through email marketing. Check out these 6 Metrics You Should Keep Track Of in 2021.
Trends might come and go or stay for the long run but how well your brand aligns to those trends and make the best of it, depends on many factors and metrics. If you’re looking to redesign and reframe your email marketing strategies while keeping with the trends, our email marketing services are just the thing for you.