Email Marketing Trends for 2021

78% of marketers report improved user engagement in email marketing last year. This means users are bombarded with a huge number of emails daily. How can you hook customers and encourage them to open your email? How can you ensure recipients read your email to the end and easily appreciate and remember your offer? We'll share several effective methods.

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Personalization

Today, personalized email marketing is more than just addressing a customer by name and sending a timely birthday greeting. While these are important components of targeted communication, they're not the only ones. Furthermore, people understand perfectly well that they're being contacted by a robot, not a company manager. Therefore, more personalization is needed. It's crucial to carefully track how users interact with the brand.

Modern technologies make this possible, enabling us to work with advanced information and determine which pages a customer views, what they add to their shopping cart, and what products they purchase. By analyzing data about the recipient's interests, lifestyle, and preferences, we can create personalized offers.

For example, in an email template, you can customize the visuals, text, and list of offers (products or services) for a specific customer. An important tool for personalizing emails is information that is specific to that specific subscriber, such as the number of points accumulated on their loyalty card and the benefits they offer.

Honesty and authenticity of user-generated content

The picture-perfect look, polished studio shoots, and other hallmarks of a "plastic" life have become quite tiresome. Everyone is tired of this non-existent perfection. Therefore, the new trend is less

Subscribers are interested in seeing a real image of a product to examine its texture, finish, and so on. They want to understand what the product is like in real life—in the kitchen, bathroom, or living room—in the hands of ordinary people who actually use it.

The best way to demonstrate this is through UGC content. This term refers to the use of comments from actual buyers of a product or user of a service: their... That is, feedback content created by the consumers themselves.

Such "authentic" content is more trustworthy than a standard advertising newsletter. Incidentally, this is one of the reasons for the popularity of storytelling—another trending technique.

Storytelling

Storytelling isn't a new format for delivering information; it's been around for a while, but it's still relevant. On the contrary, it's only gaining momentum. But it only works if it's sincere and real.

Entrepreneurs who boldly share not only their successes but also the challenges they've overcome (and even their failures!) are interesting and in demand. They're trusted. Audiences know they're receiving emails not from some abstract, impersonal "effective managers," but from a real person.

If you don't want to be on camera yourself, you can introduce an interesting character. Consider it someone who represents your product or service to the audience. This technique creates a sense of warm, trusting communication. And with the help of email marketing, you can turn clients (and potential clients, too) into pen pals.

Entertainment and interactivity 

Thanks to modern technology, it's easy to incorporate customized elements and interactivity into emails. This significantly increases recipient engagement. Moreover, such emails look more appealing compared to other correspondence. You're not simply informing or communicating with the client, you're entertaining them.

Using animated elements makes it easier to showcase product benefits and highlight discounts or CTA buttons. 3D animation, short videos, GIFs, and interactive buttons all add dynamism and bring products to life. They practically leap off the screen and into the buyer's hands.

You can create more lively, interactive emails using embedded surveys or AMP carousels (you can add products to your cart directly from the email, without visiting the retailer's website). Those who want to go even further can develop full-fledged quests, embedding them within the email.

Gigantomania: It's time to get creative

Megalomania in emails is a design solution that has many fans among marketers at Western companies. Apple was the first to try this, using it on both its landing pages and in promotional emails announcing the release of the new AirPods Pro.

The idea is simple: go the opposite way. Most companies try to cram as many products and buttons as possible onto a single scrolling screen, hoping to grab the recipient's attention. So why not design the email with a huge image of a boot, like Holden did?

That is, emails designed like flyers with the most effective design are considered an effective solution. Reading the email requires minimal interaction, attention is kept focused, and the primary focus is on the offer and a single product (or a very short list of available items).

Adaptability

According to a 2020 Hootsuite study, 50.1% of traffic comes from mobile devices. This means your email campaign should display correctly on different devices. Before sending, you should test how your email will be viewed by the recipient. To do this, you can:

• Send a newsletter to test email addresses from different providers and check how it displays on the screens of various gadgets;
• Use services for testing email layout (Litmus, Email on Acid, Email Preview Services, UniSender, etc.).

Stay relevant, implement changes now to win the battle for customer attention!