Are you looking for a solution to improve your rapport with customers and experience more solid customer conversion? If yes, then you are at the right place. You know what? It all starts with capturing their attention in email inboxes. Let’s get into these email marketing trends to get the best ideas for you.
Now you must be wondering how email marketing can help you out. So, here it goes, for each dollar, you pay on email marketing, you can assume a return of $42. This huge ROI is even larger than social media, but it’s important to recognize that it is not a one-day show; it requires effort and patience. For consumers to consistently open their emails and click on your links, you have to produce quality content.
Building the most compelling content starts with knowing the latest trends. With the demand for social media and digital marketing, people’s expectations of brands are continually evolving.
So without any further delay, let’s have a look at email marketing trends in 2021.
Email Marketing Trends:
Personalization isn’t a trend that began in 2021; it’s got steam over the years. Personalization indicates that digital marketing, including email campaigns, is equipped towards users’ personal experiences. But, this goes beyond utilizing the customer’s first name in the subject line and the first line of the email.
Personalization also involves making sure consumers are segmented precisely so that they can receive the right emails. It also involves using data to learn when a customer had previously opened emails to optimize send times.
The content within the email can also alter depending on the customer’s current actions. For example, if they’re a new buyer, you can push them to spend by giving a new customer discount. On the other hand, an e-commerce business may profit by upsetting related items after the customer makes a new purchase.
Moreover, sending a personalized email after customers abandon the cart could also lead to more sales. For example, the average cart abandonment rate between 2006 and 2018 was approx 70 percent. Therefore, the objective of any brand in any industry is to optimize it to 20 percent or lower.
2. Integration With Social Media
Did you understand that 72 percent of Americans utilize social media? This huge number means that getting the social media platforms your target audience uses is important to engage with them, establish rapport, and convert new customers.
For this reason, more brands than before are combining their social media platforms with the emails they send. It can be as easy as providing links to every social media platform they utilize at the bottom of the email. It can all be a call to action that encourages people to follow you on a certain platform.
Brands are also putting calls to action in their social media posts. For example, at the foot of an Instagram caption, you can ask people to sign up for your email list at the link in your bio. So it is because, beyond social media, consumers will remember your business better if you send them regular emails.
3. Human Illustrations
Instead of photos, you may see that many brands are including fun illustrations of people instead. Many of these illustrations are interesting and add a playful and fun atmosphere to the email. Illustrations can also encourage people to relate to your brand better, as their photograph may not match their demographic.
You’ll also notice that hiring a designer to draw illustrations is less costly than hiring a professional photographer and preparing a shoot. In addition, if it’s in your contract, you can also utilize those illustrations in other pieces of your content, such as in social media posts or blog posts.
Apart from human illustrations, an illustrator can also organize fun drawings of your products or services.
4. Text-Only Email Marketing
You may have seen that in many of the brand emails you get each day, a good portion of them are text-only. It means they’re free of fancy graphics, colors, images and only incorporate a few links.
Although this may look plain, more brands are doing this because it presents a certain level of genuineness that people appreciate more. People are also more likely to open these emails and then read them because they seem as if a good friend or colleague writes them.
More importantly, they’re typically written with appealing copy that compels you to keep reading. As a result, consumers won’t feel their time misused by reading through the email. Even better, they usually come with an emotional factor that helps you feel closer to the author.
5. Featuring User-Generated Content
User-generated content is content that users make for the brand. For instance, if you review Target’s Instagram, you’ll see that many of their posts are from users who use their furniture or kitchenware in their own homes.
Not only does this make it simpler for marketers to have regular content across all their channels, but people who are offering the content get something out of it by being featured.
With this in mind, make sure that you use user-generated content in your emails.
For instance, you can build content driving people to create user-generated content for a discount or free product. Or you can also feature your social media posts in the email.
Despite how the content is displayed, it encourages building trust and engagement in your brand. It also gives visual social proof for people who haven’t associated with your brand yet.
6. Customer Appreciation Emails
Today, it has become important for online marketing to showcase appreciation for loyal customers. In addition, the widespread use of social media has made people desire a more genuine, honest experience with the brands they love.
By constantly delivering consumer appreciation emails, you’re telling customers that they aren’t just a number. Here are a few moments when you can send a customer appreciation email:
- Exclusive offers
It’s also essential to remember that the pandemic has also raised the need for customer appreciation. You’ve apparently noticed that more businesses give discounts and freebies to essential workers, particularly those in the healthcare industry.
People in law enforcement and educators also tend to receive a few more discounts because brands recognize the value of their jobs. As a small business owner, being informed of what’s going on in the community is also a must. Forwarding a letter to people’s inboxes during those times is a little gesture that can express a lot to those affected.
7. Enhancing the Mobile Experience
Unless you’re actively operating at your desk, most people now will look at their emails on their mobile phones. But, if they click on an email and find that they need to scroll horizontally or pinch the screen to zoom in, they’re more likely to remove it.
This indicates that brands need to optimize their emails for various devices just for their websites. For example, some brands choose to send text-only emails because there are no complex formatting issues.
It demands professional design and coding experience to build fully responsive emails. But, the work is worth it if it means higher opening rates and more satisfied customers.
8. Dark Mode
The dark mode is a mode on Apple iPhones, websites, and more that makes most of the screen black rather than white. This has become popular since the pandemic, as more people feel eye strain and migraines from looking at their screens all day. The dark mode gives some relief.
Brands can also follow this approach to suit and make their emails dark and simple to read in low-light conditions. Even better, dark mode is a dramatic design choice that can capture people’s attention who aren’t interested in the email at first.
Wrapping it up
Email marketing is one of the most powerful ways to persuade customers and further build rapport with current ones. The purpose of this is that if you send engaging, personalized emails at the right times, they’re far more likely to get a customer’s attention.
You may be surprised by where to begin as you study these email marketing trends. We suggest keeping it simple–start by writing with compelling copy that confers appreciation and gratitude for your customers. We hope you find these email marketing trends useful.