Time and again, email marketing has proven its effectiveness and proven the speculations about his death to be false. According to Litmus, email brings an ROI of $ 42 for every $ 1 spent. This is the greatest testimony that email is very much alive and outperforming all other marketing channels.
What began as a simple medium for internal communication has developed into one of the most successful platforms for reaching potential customers or customers and promoting your products or services.
To learn more about how email marketing will change in 2021 (and beyond), we reached out to 29 industry insiders and asked them about the trends to look forward to.
Let me share with you some of the most interesting insights they shared with us:
1. Avoiding deaf-hearing e-mails in turbulent times
Magan Le (Content Marketing Manager, Litmus)
Empathetic and emotional messaging is the order of the day, and this trend will continue to gain momentum in the days to come. According to Magan Le, many individuals and companies are still in difficult times. Hence, email marketers should make sure that the tones of their email reflect the sensitivity and consideration for the readers. It is extremely important that you customize your messages based on the situation and further refine your email marketing strategy.
Here is an email from Really Good Emails expressing sadness and urging people to stop the hatred. It’s a great way to let readers know that they care about those around them and their employees. They took a different approach than the usually hilarious emails to show users that they are in it together.
2. AMP and the interactive experience
Sergey Syerkin (Email Deliverability / Anti-Abuse at Harlem Next, Founder at Email Consul)
Sergey Syerkin supported advanced technology trends like AMP (Accelerated Mobile Pages) in email. With AMP in email, you can skyrocket subscriber engagement and take the user experience to the next level.
With AMP in Email, you can create interactive emails that allow the user to take action from within the email itself without going to the landing page or website. Example: The e-mail recipient can book a ticket, register for an event, search through the offers and fill out a form directly in the e-mail.
Check out this sample email from Pinterest. Using AMP technology, they have created an app-like experience in email. The user can save the images and check out the feed without being redirected to the website or app.
This technology can even revolutionize the world of speed dating if apps like Tinder or OkCupid incorporate it into their emails. Imagine swiping right or left and sending messages from the email. It will set a new benchmark in the world of speed dating.
3. Using BIMI to improve email deliverability
Andy Thorpe (Product Owner, Pure360)
Andy taught us about an interesting trend, BIMI, which is likely to gain momentum in the times to come. BIMI stands for Brand Indicators for Message Identification. As the name suggests, BIMI is a technology that allows you to display your logo next to the company name and message in the email inbox.
The aim of BIMI is to ensure the deliverability of e-mails and to prevent phishing or spoofing attempts through e-mails. It also helps you grab the subscriber’s attention and instantly let them know of the sender of the email. By showing your logo in the inbox, you can add credibility to your brand and give readers a sense of trust. As a result, it increases the likelihood that your email will be opened and read.
Although some email clients such as Gmail currently support this advancement, it is very likely that all major email clients will soon expand support.
Here is a screenshot that shows how BIMI works.
4. Use agile email marketing for more personalization
Kath Pay (CEO, Founder and Author, Holistic Email Marketing)
More and more marketers will use agile email marketing for their business. Agile email marketing is a process standard that primarily helps you reduce the time it takes to create a single email template. Just like climbing a mountain, you need to take small steps and acclimate yourself in the beginning. Agile email marketing follows the same principle of taking smaller steps to reach bigger milestones.
By taking an agile approach to email marketing, you can reach the subscribers with more relevant messages that drive conversions. For example: A real estate company can use agile method principles to send more personalized emails with dynamic blocks of content.
5. Have an omnichannel marketing strategy
Angelina Hagan (Manager, Deliverability and Industry Relations, Cordial)
According to Angelina, brands will pursue an omnichannel marketing strategy and, in addition to email marketing, also consider push notifications, text messages, social media marketing and chatbots. Your subscribers need to have a consistent user experience across the different platforms with the same communication. It’s also a good idea to ask about the customer’s preferences and reach them on the platform they like the most. For example, some users may prefer email to in-app notifications, while others may prefer to receive text messages.
6. Leverage the power of email automation
Gregory Zakowicz (Marketing Strategist and Director of Content, Omnisend)
Gregory shared some interesting facts with us. He announced that the conversion rate for standard promotional emails was 6.5 percent in 2020, while it was 29.5 percent for automated emails and 2.7 percent for SMS. Together they achieved an increase of 95 percent or more over the previous year. He believes email automation will be a major growth engine for e-commerce businesses. You must take advantage of the welcome emails, cart abandonment emails, and browsing abandonment emails.
He also advocated incorporating text messaging into email automation.
Email marketing has developed by leaps and bounds over the past decade. It is still undergoing a metamorphosis with email freaks constantly trying to incorporate exciting features for the subscribers.
To learn more about the 2021 email marketing trends from all 29 experts, simply visit the Email Uplers infographic. It will surely help you create more effective emails in the future.
Oh, and you can also download the e-book if you want to access the infographic offline.
Source: 29 Email Experts On Email Marketing Trends To Watch Out For In 2021
Kevin George is the director of marketing at Email Uplers, one of the fastest growing custom email design and coding companies. He specializes in professional email template creation, PSD to HTML email conversion and free responsive HTML email templates, as well as providing email automation and campaign management and data integration and migration services . He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.