Email marketing has been a hot topic lately for helping businesses better connect with customers, boost sales, and build brand loyalty. And there are a few new trends that we’re keeping our eye on, like privacy, personalization, and AI to name a few. Here are the top 8 we see on the horizon and ways you can put them into practice – starting now.
1. Make it personal.
This year, it’s all about adding an element of personalization to grab attention and engage your customers.
How do you do that?
One effective way to customize emails is by recommending products or content based on individual behaviour. To do that, you need to analyze your customers’ data to find valuable info like past purchases, browsing behaviour, and preferences to create a unique experience that’ll keep them coming back for more. You can use these data-driven insights to create impactful email campaigns, increasing the likelihood of conversion while building customer loyalty. 49% of consumers said they’d likely return if offered a personalized experience by a retail brand. When emails feel customized to their customers’ needs, they’re more likely to engage, versus deleting or marking them as spam.
Positive effects of personalization:
- Open rates improved by 42%.
- The average click-through rate (CTR) was boosted by 14%.
- Conversions increased by 10%.
Another effective way to incorporate personalization into your marketing is through automation. This has revolutionized email marketing by allowing retailers to deliver customized and timely messages at scale.
Here are just a few examples of how you can leverage automation:
- Automated workflows.
- Triggered emails based on customer behaviour.
- Abandoned cart recovery emails to deliver relevant content to the right audience at the right time.
Bonus: By automating repetitive tasks, you can focus on strategic aspects of your email marketing, leading to increased productivity and better results.
[Source: Article. July 2022]
2. Use AI to your advantage.
Next up is the email marketing superhero: artificial intelligence (AI). This powerful tool is not only cost-effective, but it also knows how to get straight to the point. With AI, you can determine the exact timing and messaging for your emails, ensuring that your customers receive them when they’re most likely to engage. The best part? AI-powered emails feel personal and friendly, creating a delightful customer experience. Whether it’s personalized product recommendations, customized offers, or targeted promotions – it’s like having a personal assistant who knows exactly what each customer wants. The icing on the cake? AI saves you time and energy. It takes care of those repetitive tasks, leaving you with more room for strategy and creativity.
3. Get interactive.
In today’s digital world, people crave captivating and interactive content. And the numbers speak for themselves: 77% of marketers have seen a surge in email engagement over the past 12 months. Embracing immersive experiences within your email campaigns can create memorable and engaging interactions with your customers. Spice things up by using GIFs or other animated illustrations that catch the eye and bring your messages to life. You can also attach videos to showcase your products and highlight their features. Or better yet, implement surveys and polls to make your customers feel like they’re part of the brand. Having customers interact directly within an email, is not only enjoyable for them, but it can also help you gather valuable feedback, gain insights, and increase engagement. It’s a win-win.
[Source: Blog post. May 2023]
4. Protect people’s privacy.
Customers are serious about protecting their personal info, and retailers that respect privacy are winning them over.
One way to do that is to shift from third-party data to first-party data to help build trust while allowing you to measure engagement and performance. Doubling down on transparency and prioritizing obtaining consent, providing clear opt-in and opt-out options, and adhering to data protection regulations go a long way. Plus, it’ll build trust with your customers and help you establish strong relationships based on mutual respect.
5. Tap into mobile optimization.
It’s no secret where your customers are. They’re glued to their smartphones – and with 81% of emails opened on smartphones these days, optimizing your emails for mobile is a must. You can do that by using big buttons and clear calls-to-action (CTAs) instead of links, focusing on attention-grabbing subject lines, and adopting simple layouts that display well across different devices.
And remember, space is limited on mobile. Keep it simple, snappy, and sleek, and watch those mobile conversions skyrocket.
[Source: Blog post. January 2023]
6. Design for all.
Keep accessibility in mind when creating your emails to ensure that everyone can read and understand your content. Consider those with visual impairments, auditory challenges, or even colour blindness. Creating emails with accessibility involves using high colour contrast, legible fonts, descriptive calls-to-action, and providing an inclusive experience for all, improving overall engagement.
7. Don’t be afraid of the dark
Users are embracing the dark side – so it’s crucial to design your emails in a way where they look great in both light and dark modes. By optimizing your emails for dark mode, not only will you avoid triggering spam filters, but you’ll also be providing an exceptional user experience that resonates with your audience’s ever-evolving preferences.
8. Use more user-generated content.
Have happy customers singing your praises all over social media? Tap into that. By sharing reviews, testimonials, pictures, and videos created by your audience, you can showcase the genuine enthusiasm they have for your brand and use it on your social channels, website, and email marketing campaigns. It’s a simple yet impactful way to engage people and boost your brand’s visibility.
And that’s a wrap. By embracing these new trends, you can create meaningful connections with your customers, drive sales, and establish your brand as a market leader.
