COVID-19 has drastically reshaped virtually every industry in the entire world. As a result, more and more businesses are beginning to take advantage of the utility that the Internet and Martech (marketing technology) has to offer.
This means entrepreneurs are probably more focused than ever on developing professional websites and communicating with their audience online. While email marketing is an effective strategy you can use to engage with your customers, you need to stay on top of industry trends as we enter 2021.
Not sure what you need to keep in mind? Don’t worry — we’ve got the info.
Let’s explore the email marketing trends that you need to know.
1. Martech – Interactive Email
Technology has reached a point where interactive emails are something that most businesses can easily implement. This will help streamline the process of getting your audience to the intended destination.
One of the most popular ways that businesses are already using interactive email is by showcasing a selection of products within a single message. This is often done in the form of a carousel that displays each product for a few seconds at a time before switching to the next.
When a user clicks a particular product, they are then taken to the associated page on the company’s website. When used correctly, an interactive email strategy can drastically increase your conversion rate.
2. More Martech Automation
Email automation is nothing new. But, you can expect to see a drastic increase in 2021 since users are becoming more and more accustomed to filtering out information they don’t want to receive.
To elaborate on this point, you can use your audience’s behavior as a trigger that dictates what type of message they get from your business. For example, a clothing brand might analyze someone’s part browsing/purchase history and then send them a list of products they might be interested in.
You could take things a step further in this scenario by having automation software put together an entire outfit before offering it to them.
Put simply, the utility of automation is virtually endless and has the potential to bring email marketing ROI to new heights.
3. Increased Personalization
As more and more businesses begin to take full advantage of email marketing, it will be more difficult to get your audience’s attention. This is especially true when it comes to products that are considered ‘wants’ instead of necessities.
By personalizing the emails that you send, you’ll drastically increase your engagement that you have with your audience. After all, you can’t expect someone to be interested in something that doesn’t pertain to them directly.
Common personalization metrics include:
- Geographic location
- Purchase history
- Browsing behavior
By configuring these variables correctly, you’ll be able to send your audience an email with an offer they’re highly likely to take advantage of.
4. Bright Color Palettes
2020 has been a rough year for everyone, and many of us can’t wait for this chapter of our lives to close.
Companies have already established their intentions to make 2021 a year filled with strength and positivity. As a result, many businesses have completely revamped their email marketing color palettes to include bright, vibrant colors.
This means it’s likely in your best interest to incorporate a bit of color in your emails over this next year. While doing so isn’t guaranteed to exponentially increase your clickthrough rate and conversions, you could potentially miss out on these opportunities if your emails don’t incorporate a bright color palette.
5. A Focus on Privacy
The cybercrime industry is expected to be worth over $6 trillion at the beginning of 2021. Unfortunately, this means that more hackers than ever before will attempt to procure sensitive data online. Information like credit numbers, addresses, names, etc. is all highly sought after.
As a result, it’s your responsibility to convey to your audience that you’re taking all of the necessary steps in order to ensure their data remains private and secure. This has a handful of other benefits, as well, such as a decrease in the number of individuals who choose to opt-out of their subscription to your company’s emails.
In order to establish an infrastructure of privacy between you and your audience, you’ll need to take a number of steps. These include:
- Offering your audience the chance to consent before data is collected
- Provide your users with the opportunity to revoke this permission
When handled correctly, the extra privacy your audience receives will strongly increase their trust in your brand.
6. Just Text
Interestingly, there’s a trend that sits on the other end of the design spectrum— incorporating only text in your message.
While this may seem contrary to the other tips mentioned in this list, it has its place in certain scenarios. For example, an announcement by a company’s president to its audience will be far more impactful if it’s comprised only of text.
This also doesn’t mean that aesthetics isn’t a priority. Formatting, font choice, etc. are all integral to creating the best email content possible. The end result is something that’s far more intimate than a message filled with colors and pictures.
Staying on Top of Email Marketing Trends Can Seem Daunting
But the above information will make the process far smoother. You’ll be able to use upcoming email marketing trends to your advantage and hit metrics you never thought possible.