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How has email marketing landscape changed in the current year? Let's try and find out the answer to this question by looking at the email marketing trends to watch out for in the year 2021. Do not dare to miss it!
According to Statista, the number of email users will keep growing and it is set to jump to 3.7 billion by 2022.
Precisely because of that, email marketing remains one of the most powerful marketing tactics. Salesforce claims that for every $1 you invest in email marketing, you get $38. Online retailers claim that email marketing is the best customer retention method, too.
However, to keep pace with ever-changing digital marketing tactics, email marketing also needs to adapt.
In 2018, we saw some significant trends that changed the email marketing landscape. Just look at some major trends, such as the GDPR that has changed our lead generation tactics. Or Google’s AMPs for Gmail now let email users interact with content without leaving Gmail. Or the dominance of mobile email users.
These trends have set a solid foundation for further developments in email marketing. Here is how email marketing will evolve in 2021 and beyond.
In 2018, many marketers started using email marketing personalization. Sure, they’re doing it for a good reason. Personalized emails stand out in your customers’ inboxes and have greater open rates. They increase customer engagement by 74%, build stronger and more meaningful relationships with your customers, and drive 18X more revenue.
Given these stats, it’s obvious that collecting customer data and using this data to provide highly targeted user experiences is now more important than ever.
Here are a few brief personalization ideas you may like:
Automation brings numerous benefits to email marketers, such as:
Even though the number of marketers investing in email marketing automation is rising, it’s still low. Stats show that 24% of them still see it as an obstacle and the reason for that are numerous. Along with the lack of expertise and a solid marketing automation strategy, one of the major problems marketers face is the lack of resources.
However, the lack of resources shouldn’t discourage you from investing in email marketing automation, as it generates a high marketing ROI. There are many options that will give your budget the injection it needs. For example, you could sell your accounts receivable, take out a bank loan, or find an investor. There are also different types of personal loans startups and freelancers can apply for to boost their marketing budget fast.
In 2018, storytelling has been an integral aspect of different marketing segments, from content marketing to email marketing. And, in 2021, it’s expected to be even bigger.
Using storytelling in email marketing grabs people’s attention, engages them, and inspires them to click on a link to your site to find out more about you. Stories bring value to your followers, evoke emotions in them, and help you build stronger relationships with them.
Let’s take an example of my favorite digital marketing guru, Brian Dean. Each email he sends starts with an interesting claim or statistic that he further explains. He wraps them up in a super-interesting story, giving actionable tips and real-life examples. Now that a user is 100% engaged, he provides a link to his content or adds a “Download” button. This is just one of the numerous examples of how powerful stories are when used strategically.
In 2018, we’ve seen an impressive rise of interactive forms of content. And, this is logical. In the era of chatbots, personalization, virtual reality, and artificial intelligence, traditional forms of content have become boring. Users expect to see something more exciting, something that will intrigue them and make them shout “Shut up and take my money.”
In 2021, the integration of interactivity with email will keep rising. Emails containing quizzes, images, short videos, surveys, and games will boost your click-through rates.
These forms of content are also one of the most effective and highly personalized ways of generating new leads and building better buyer personas. Simply put, your customers give you their personal information in exchange for personalized offers and content.
They will increase user experiences, as they allow your customers to communicate with your brand without even leaving your email.
Finally, in addition to increasing conversions, fun emails will also get your followers in the habit of opening your emails. It’s great to know that your email won’t end up in SPAM as soon as it reaches their inboxes, right?
We’re living in the mobile-first era and it has changed the way we do email marketing. The recent research done by eMailmonday predicts that mobile email account for up to 77% of email opens. Moreover, mobile opens account for almost half of all email opens, while 75% of users check their email on smartphones.
Precisely because of that, optimizing your email campaigns for mobile users should be your priority. Here are a few steps you should take:
Email marketing is not dead.
It’s over 40 and it’s still alive and kicking. However, the mere approach to email marketing has changed, becoming more customer-centric.
In 2021, these changes will revolve around mobile optimization, personalization, artificial intelligence, and the use of storytelling and interactive content.
Always remember that you’re a guest in your subscriber’s inbox. So, in order not to end up in spam, you need to focus on keeping them happy.
Hope this helps!
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This post was submitted by a TNS experts. Check out our Contributor page for details about how you can share your ideas on digital marketing, SEO, social media, growth hacking and content marketing with our audience.
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