Email historically has been one of the easiest and most effective methods of marketing a business’s brand and products. And it costs nearly nothing. In 2021, email is still a leading marketing tool and a valuable way to communicate with and reach a target market. Like any other marketing and communication method, new trends are periodically emerging in email marketing that have proven successful. Who says you can’t reinvent the wheel? Let’s go over some of the hottest email marketing trends for 2021.
Personalization
There are methods available allowing a marketer to gather statistics of email subscribers concerning their preferences, interests, history, and behavior. Using this information, a very personalized and effective newsletter can be sent that exactly caters to the wants and needs of a customer.
Marketers use not only a subscriber’s name in the greeting, but they also know the best times to send material based on a user’s previous open patterns. Marketers also heavily rely on email segmentation, the practice of segmenting email subscribers into highly-targeted categories based on purchase history, interests, location, age, sex, income level, education level, marital status, and even religion. With all this personal information, a newsletter can be extremely targeted and personalized to appeal to any very specific audience. Personalization will be one of the most popular email marketing trends in 2021
Cozy At-Home Feeling
Something mostly everyone has experienced in the last year is spending more time at home away from crowds. Marketers are focusing on that by creating the same cozy feeling of being at home. Advertising photos used in email newsletters will incorporate a home-style setting with people wearing the type of clothing they would wear while lounging around the house. This is the life people are living now, and it will resonate with the masses.
Focus on Mobile
Practically everyone now spends a significant part of the day on their mobile cell phone. And when users are checking their emails over their mobile phones, it better be a positive experience for them. So many decisions, many involving purchases, are now made using a cell phone. Your emails should be perfect, with easy flowing content and clear messaging and call-to-actions (CTAs). Make sure that your formatting is completely responsive and delivers the message you want to send.
One thing you’ll see more of in 2021 will be the use of ‘dark mode’. This not only increases the user experience, but it helps the user ease the strain on a mobile user. In a recent poll by Android Authority, over 90% of more than 2500 respondents reported using dark mode to some degree on their phones, apps, and anywhere else dark mode was available.
Customer Appreciation
These are emails that show appreciation by really using any excuse to present a special offer to get someone’s business, usually in the near future. They can be a special day email, such as a birthday. They can also be email celebrating an anniversary, any holiday, and engagement, or can be an early bird special or just a “Thank you for your patronage” email.
In these emails, you can personalize them by using their first name in the subject line. They “celebrate” the special days with a discount code, a free gift or dessert, buy-one-get-one (BOGO), or extra points on their rewards program. You can use their name also in a warm and loving note, and people just love that sort of caring gesture. All of these emails are engaging with an incentive, and everybody loves a deal. By putting a time limit on these deals, you are creating urgency to get them in the door. One of the best aspects of these emails is that they are really simple to automate. You just plug in that birthday or anniversary date into your customer relationship management (CRM) software, and it will send out those emails without any supervision necessary.
These are just a few of the more popular 2021 email marketing trends you’ll be seeing. Marketers are getting smarter, and email has consistently persevered and been one of the most effective and economic marketing methods there are.