Five Trends to Enhance your Email Marketing
As the pandemic heightened, businesses had to re-evaluate their strategies and reach out to their existing customers. New working hours, online opportunities, virtual events, etc., became the main channel to inform people via email.
Do you think the changes of 2020 will change the way you approach email? In order to help you prepare your email marketing campaign for 2021, we have identified 5 trends you can use.
Trend #1 – Email is still the most efficient and effective way to engage with customers: Businesses still prefer email marketing campaigns due to social media’s uncertain algorithms and privacy concerns. Actually, 45% more emails were sent in 2020 than the previous year.
In addition, we found that people prefer e-mails as a preferred way of obtaining information.
The internet has given marketers a new way to engage with their customers and collect email addresses. In 2020, landing page conversion rates are expected to reach 70%, with pop-up conversion rates expected to increase 75%.
As a result, emails for online purchases have tripled this year. Consequently, it can be observed that the number of customers, both unique and repeat, is increasing. Nowadays more and more people buy online than go to physical shops due to widespread social distancing. The e-commerce industry is growing exponentially, and it’s only going to continue!
Trend #2 – People crave authentic, relevant content: It’s an interesting, engaging email that provides something valuable to its readers.
Your audience’s time is what you trade for your email. They should be getting something to enjoy from your email if they tried to open it. You won’t get a response if they think your email is wasting their time.
Users’ personal content is incorporated into McDonald’s emails in order to involve customers. You gain both ways from it. By having people sign up for their email list, McDonalds is able to incorporate free interactive content into its email marketing. Consider sending interactive emails to people who follow you on social media.
A series of Shopify’s email newsletters was published about business trends in 2020. It discusses what doormats people buy, and how they get people to buy them. These factors have contributed to the development of e-stores and that has resulted in the growth of Shopify.
Trend #3 – Businesses using newsletters: A number of traditional newsrooms have been hard hit by Covid-19. The year 2020 will mark the launching of several major business, technology, and political journalists’ private newsletters. The future of journalism may be e-mail, say some. It provides writers with the opportunity to have an independent voice and earn a decent living.
A paid newsletter usually is based on a niche topic with very specific demographics. China-based newsletter Sinocism is an example of this. This newsletter costs $10-20/month on average. We consider that email subscribers will begin paying for valuable information in the near future.
Advertisements can appear in other newsletters too. Skimm is an example of a daily newsletter geared toward young women seeking out “simple and easy-to-read digests of news stories.” They have more than 20 million users and an open rate of 30-40 percent. Advertising in the newsletter is hard right now because of the waiting list the company requires to purchase ads.
Trend #4 – Increased email personalization: Email marketing’s greatest advantage is that it lets you personalize at scale. By doing so, you will be able to send personalized emails to all subscribers. Despite having millions of subscribers, you can still treat each subscriber as a special individual.
Automation makes it easy for everyone to create and edit emails by using drag & drop editors, not just for developers. Transactional emails have never been easier to create. Most businesses miss the opportunity to use these automated emails.
In 2021, Kenscio was one of the 1st movers of AMP (Accelerated Mobile Page), an open source HTML framework. In mobile web browsing, it is expected to help load web pages faster.
Trend #5 – No-code tools are on the rise: ProductHunt launches 40-50 new products a day. Tools are becoming more and more focused on non-technical users and how to enable them to develop their own products. Building websites and web apps with no-code tools can save you a lot of time compared to writing code.
Businesses are opting to combine multiple, best-of-breed tools instead of investing in one tool for marketing. However, this approach doesn’t work as well. How about building your own custom stack with the best tools?
Let’s wrap up
E-commerce and e-mail signups are expected to continue rising in 2021. Stay on top of email marketing’s growth by automating and personalizing your campaigns. Think about how recent trends such as the paid newsletter and software that works without coding can benefit your business as well. Email away!