6 Eye-Catching Email Marketing Trends of 2021

The pandemic has impacted nearly every industry and discipline, and email marketing isn’t exempt. Many brands altered their strategies to virtually connect with their audience. As a result, there was an increase in email marketing and new email trends began to appear. 

Email has become a key communication and marketing channel for companies to engage with customers who they may have normally interacted with face-to-face. As a result, 306.4 billion emails were estimated to have been sent and received each day in 2020. 

This increase in email marketing introduces some exciting new trends, giving marketers the perfect opportunity to revamp and realign their email strategies. 

Mobile Optimisation

Now more than ever, mobile optimisation is vital for any email marketing strategy. With 81% of people across the world using their smart phones to open emails, it’s important to ensure all your customers have the same experience when viewing your email, no matter which devices they use. 

A poor mobile experience can be challenging to manoeuvre. Small text, pinch zooming and bad alignment builds frustration and often results in abandonment. In today’s world, a bad mobile experience is distasteful and can make your designs feel old-fashioned and unreliable. Always test your email campaigns on a mobile phone; desktop reproductions will only get you so far. 

Hyper-Personalisation

With many companies resorting to digital channels to connect with their audience, you must wow your audience to stand out from the crowd. Many companies integrate hyper-personalisation into their marketing strategies, from email to social media. In fact, email recipients are 26% more likely to click on a message in their inbox if it includes a personalised subject line, while personalised calls to action are two times more effective than generic calls to action.

Hyper-personlisation takes email personalisation to the next level. Companies can use their data to deliver tailored products, services and information to add customisation and value to a customer’s journey. With this strategy businesses reach their customer with the right message at the right time. 

Brand Story Telling 

The key behind every successful campaign is a strong and recognisable brand. A large part of building a strong brand is storytelling. Emails give a business an ideal opportunity to show their audience who they are and what they stand for. Even though email is a key tool, it’s important for companies to share their brand story across all their online platforms. 

Social Integration

Social media has become a vital medium for companies to engage with both current and prospective customers. With over 4 billion social media users worldwide, more brands are starting to incorporate social media into their email campaigns. 

Social integration is a great way to stay relevant, stay connected to your audience and increase your social media following. Begin by featuring social posts within your emails that the reader can relate to. Social integration also presents the opportunity to shine a spotlight and celebrate your customers by featuring user-generated content. 

Plain Text Emails

Although a complex email showing a lot of images may be eye-catching, many brands are keeping it simple with plain-text emails. Plain-text emails are free of distracting images or formatting. Depending on the purpose of the email, a plain-text one is effective if you want to get your message across plain and simple. These emails look like a regular email that you may receive from a friend or colleague and receive a high delivery rate due to their direct nature. 

Animation

As one of the largest video and web design trends for 2021, animation is being added to email marketing. It’s now extremely easy to create a truly moving email campaign thanks to the addition of GIFs, animated backgrounds and icons. Animation is also a great brand story telling tool and can breathe life into an otherwise dry email. However, it is important to use animation wisely. If there’s too much going on your customer can get overwhelmed and not know what action to take. 

Email marketing has once again proven that it’s a medium that can adjust to change quickly and easily. Need help nailing your email marketing strategy, content, or audience segmentation? Primeria is here to lend you a helping hand. Contact us today!