Email is the oldest portal for official communication. People still take emails more seriously than other forms of written media. You know people mean business when they allow you to communicate via emails.
Do you know emails were primarily considered a luxury? At the start, they were only used by corporate organizations and universities. The common public considered them expensive for everyday interaction because there was no free web-based email service available at that time.
Another interesting fact: the very first email marketing campaign was planned as a joke. The campaign was meant to promote an anti-spam filtering product. Do you know what that means? A tool to prevent junk mails was promoted by sending junk mail to potential customers.
Email marketing has evaded the effects of every new technological revolution coming its way. We have numerous platforms for digital communication, but can they replace the influence of emails?
Let’s discuss the current and future scene of email marketing below.
Emails have not lost their power and influence over all these years. However, you cannot keep using the same old email marketing techniques and expect them to work. Your emails will drive the desired engagement only if you keep up with the current and upcoming email marketing trends.
Here are 9 trends for you to design an effective email marketing campaign.
Trend #1 – Hyper-personalized Emails
Mass marketing is no longer relevant. It might work in some specific circumstances but people mostly prefer a more personalized experience. You need to hyper-personalize your emails to bring in more conversions. Hyper personalization involves using all the data you collect about users regarding their purchase behavior and patterns. You should tailor your emails to provide each user with the right incentive to buy your products or services.
Trend #2 – Interactive email designs
Mixing fun with professionalism is now the new trend in the business world. Emails with plain and boring text do not interest the users anymore. People do not even bother reading them and they get lost in the inbox of your potential customers. If you want to grab their attention, give them something to interact or participate in. Include interesting elements like polls, infographics, animations, or mini-activities, to convey your message.
Trend #3 – Short subject lines
There was a time when people were habitual of explaining themselves in detail. However, we do not have enough time for that anymore. People no longer read, they just scan. Therefore, long subject lines may lead your emails to the trash bin directly. Businesses should focus on imparting their message in just a few powerful words. Short and catchy subject lines will motivate the recipients to open your emails and see what you have to say.
Trend #4 – Visible unsubscribe links
The worst nightmare for every business is when customers hit the unsubscribe button. Organizations hide the unsubscribe links in their emails to prevent the users from leaving them digitally. However, they do not understand that the people who really want to stop receiving their emails find that unsubscribe link anyway. It’s time for them to embrace the fact that some people will leave no matter how hard they try to stop them. An upcoming trend in email marketing is to keep the unsubscribe link at the top and bottom of the email and make it visible enough. This will make your organization look more transparent.
Trend #5 – Privacy measures
Most part of the world is operating digitally now. Users receive an overload of digital advertisements every day. Previously, people were not aware of the privacy concerns in the online world. But now, they know their personal information is at risk. They do not click on a random link unless they are completely sure that it’s safe. Therefore, an important trend in email marketing is including a strong privacy statement to assure the potential customers that you will take necessary measures to protect their data.
Trend #6 – User-generated content
Customers have innumerable choices today. A lot of businesses in the market offer whatever they need. They want to choose the best things for themselves. How to make them realize your product or service is a worthy choice? They will believe you more when they hear about it from the people who have already tried your products and services. Hence, businesses are generating emails, including user-generated content like social media posts, reviews, blogs, and surveys to raise their credibility and appeal.
Trend #7 – Responsive templates
The tech industry introduces different varieties of gadgets in the market quite frequently. Earlier, only computers dominated the email marketing scenario. Nowadays, customers access their emails on different devices, including laptops, computers, tablets, and most importantly, smartphones. Therefore, a current trend in email marketing is to design emails that look and work well on all screen sizes.
Trend #8 – Minimal content
When was the last time you read a page-long email? Most probably, not in a long time. People do not bother reading an email filled with too much content just because they don’t have that much time. Minimalism is a hot new trend in email marketing too. Now, marketers include less but powerful content in their emails to deliver the desired message effectively. If you want to say something that needs a long explanation, just attach a link to a document rather than spilling everything in the email.
Trend #9 – Integration of artificial intelligence
The latest technological developments have loaded us with more data than we can handle. However, artificial intelligence is now taking over all the data-handling tasks gradually. Artificially intelligent systems can perform data analysis and predictions with minimal human intervention. Marketers are increasingly using the AI benefits to speed up their email marketing campaigns. You can use AI for various tasks like survey optimization, evaluation of results with analysis, creating SEO-based subject Line, cleaning mailing lists, and reorganizing email campaigns.
Despite the emergence of numerous digital platforms, email marketing is still as effective as ever. However, you need to know the latest trends to plan an effective email marketing campaign. Some trending features of emails today include responsive templates, artificial intelligence, user-generated content, privacy measures, visible unsubscribe links, etc.