Email marketing will explode in 2021. That’s according to email marketing experts from 29 of the world’s largest organizations. Here are email marketing trends to watch for in 2021.
And, no, it’s not just about conversions and ROI. The all-important bottom-line metrics will grow too. However, we’re about to witness perhaps the biggest explosion of trends that could make email more important. As well as more relevant than ever before, driven mainly by the impacts of the coronavirus.
A lot! The experts cover every inch of the email marketing landscape, from email architecture to the rising popularity of dark mode, and email pivoting to augmented reality. In all these areas, we’re likely to witness several new trends and approaches.
For instance, Megan Le, Content Marketing Manager at Litmus, predicts that empathy will be a big thing in 2021. We’ve already seen the trend before, as marketers finally accept that sharing in the customer’s feelings is the best way to appeal to their hearts.
Customers will need that empathy even more in 2021, given the consequences of the Covid-19 pandemic on everyday life. Adjusting your tone to show that you care for the customer’s suffering, real or perceived, during the pandemic will be key to getting through the door.
Check out the rest of the predictions at Eplers Email to glean valuable tips to improve your email marketing campaigns over the next 12 months in the infographic below.
Source: 29 Email Experts on Email Marketing Trends to watch for in 2021
Email marketing is an effective way to nurture the leads that you’ve captured; however, if your leads don’t feel like you’re attempting to interact with them on a more personal level, they’re less likely to take an interest in your brand. Generic email promotion isn’t going to make them feel like you really care, after all. It’s why email personalization is so important.
Personalize your Emails
When it comes to personalizing your emails, you need to go well beyond just filling in the blank with the names of your leads. Addressing your leads by name helps, but consumers these days are smart enough to see past that. The following are a few more effective ways to personalize your emails:
- Segment your leads based on demographics – Tailoring content for certain ages or genders allows you to target certain demographics more effectively.
- Segment your leads based on location – This allows you to send more geo-based content as well as send out emails at times when your leads are most likely to see them.
- Personalize content based on past behaviors – Take note of the products they’ve purchased in the past to tailor content to those purchasing behaviors.
Personalization can help to greatly improve your ability to nurture your leads through your email marketing efforts. Check out our infographic for more information on how personalization can improve your email marketing campaign.
Thanks to our friends at PostFunnel for this helpful infographic.
Inboxes are flooded with spam and alerts and other messages, so advertisers need to do everything possible to keep the reader’s focus on the message. The type of font that they select can have as much impact as images or other media, so becoming familiar with your options is helpful.
Basic fonts come in two main varieties: serif and sans serif. “Serif” stems from the Dutch word for “strokes”, and there are plenty of extra strokes on serif fonts. Some serif fonts have feet at the base, others have flourishes rounding out from corners, and some have both as well as little dashes stuck at random throughout the letters. Serif fonts usually have a more formal and fancy feel to the more laid back sans serif fonts.
The most basic of the basic fonts are the monospaced or fixed width fonts. These have standardized spacing between each character, which is useful for aligning text and conveying technical expertise.
Selecting Fonts for Emails
Straying further, there are fonts with plenty of character whose use should be carefully weighed. Block letters or calligraphy say a lot with just the shape of the symbols, but you can’t just swap the two in the same email. If an untrained eye can tell it apart from other fonts at a glance, then exercise caution and try to limit the font to headers and titles.
To learn more about how to incorporate different fonts in emails check out the infographic below! Thanks to the folks at Email Uplers for this helpful infographic.
Email is not dead, so don’t abandon it just yet. This old way of reaching out to customers can be rejuvenated. Use this email marketing checklist to whip your email marketing in shape.
Emails lose their hold when they read like auto-generated content. Therefore, to make messages look as personalized as possible, make sure to create content based on your subscriber’s most recent behavior, local weather, and specific location. As an added cherry on top, add their name to a compelling image to grab their attention.
An email is not just a block of text. It has many parts, each of which you need to review. There’s the subject line, preheader, header, body, and call to action to look at. For each part, check your grammar and spelling. There’s nothing like a typo to turn people off. Make your copy clear and straightforward, yet interesting and relevant.
Are all personalized fields filled out? Do you have fallback content for unpopulated fields? How does the design look like with various name lengths and special characters? Is the alignment affected? Have you tested what the message looks like with different names? Does the content display well on desktop and mobile? Have you chosen the optimum time to send out your email? Make sure this mini checklist’s boxes are all ticked before sending that email! After that, you’re good to go.
Campaign Monitor knows email! Thanks for this informative infographic.
If your email campaigns haven’t been performing well, you’re most likely doing one or more of the following:
Making it hard to unsubscribe
You created a complicated process. Users have to tick off many boxes and answer many questions before they can officially leave. You might have added a simple “unsubscribe” button, but made it hard to see and click. But people forced into staying aren’t going to become paying customers. Just make it fast and convenient for them to leave.
Not removing unsubscribers
You ignore requests for unsubscription. You still send emails to people who already opted out, hoping they’ll realize what they’ll be missing. You also tell them the unsubscription process takes a couple of days. But people know these things are automated. So if someone wants out, let them go ASAP. Otherwise, your mails will just be marked as spam.
Contacting people who never subscribed
You send emails to people who have never been part of your mailing list. You got their contact information by harvesting email addresses, buying lists, or using lists collected for another reason. But whichever way you got them, don’t use them! Instead, grow your own list organically. The number of subscribers may be smaller, but at least they’re all relevant.
Are you guilty of any of these? If yes, stop the bad behavior and start doing what your subscribers will love! Thanks, Reachmail.net for this enlightening article.