Top 3 Email Marketing Trends You Should Keep In Mind For 2021
The new year is fast approaching and many of us are ready to put 2020 in our rearview mirror. As is often the case, the arrival of a new year inspires resolutions and fresh starts, both in our personal lives and in business.
As you look for ways to freshen up your business marketing, consider revamping your email campaigns. While not much has changed over the last 40 years in how email marketing happens, there has been a shift in the strategies used to communicate with email recipients, particularly in the aftermath of the 2020 pandemic. Here are some trends to consider:
Emails Should Be Mobile-Friendly
As of 2019, over 40% of consumers opt to check email on their mobile device, while a mere 18% use a desktop device or tablet. People are also shopping more frequently from their mobile devices—a whopping 79% of mobile users report making purchases via their device.
What’s our takeaway? If you aren’t sending mobile-friendly emails yet, you need to make the switch…ASAP.
If you’re using a template, make sure it’s compatible with every inbox and mobile device. Once you’ve built your email, most templates offer you an option to view as if you’re on a smartphone, allowing you to make sure your content looks great on both platforms.
You’ll also want to shorten email subject lines to make sure mobile users can read them in their entirety. While desktops display as many as 80 characters for subject lines, mobile devices max out at 30 characters, so err on the side of short, sweet and to the point.
And, don’t forget about the pre-header text. This small line of text following your subject line can determine whether or not subscribers open your email, so you want to make sure it’s enticing. It should complement your subject line without repeating the same information. Including a call to action of some kind (click now!), revealing a bit about the email contents (save 50% today only) or including a personalization (Julie, we want you to see this…) can all increase click rates on emails. Keeping in mind the constraints of viewing on a mobile device will help you create pre-header text that can be seen on any platform.
Up Your Empathy Factor
Perhaps more than ever before, the months following the pandemic have made us realize how much we need human connection. As we move into 2021, creating email campaigns that include a touch of humanity and empathy for what the world has endured will go a long way in building solid relationships with your subscribers.
Try changing up your email format by using more casual, conversational language. If you can create the idea that your email is coming from a trusted friend rather than an impersonal business, your subscribers will be much more likely to click through. Skip the jargon and buzzwords and write from your heart. Acknowledge the challenges this past year has brought and offer tips or links to blog posts that could help solve a problem for your clients.
If you haven’t tried it before, now is a great time to add personalized videos. Studies have shown that emails including videos have a 96% higher click-through rate than those without. Videos give subscribers a face to connect with your business and make you more relatable. They don’t have to be long or complicated—a brief tour of your business, a quick Q&A session, or a call to action can all make engaging content for viewers.
Take Advantage of User-Generated Content
I don’t know about you, but when I’m making an online purchase, the first thing I do is head to the review section to see if anyone has posted photographs of what the product or service looks like in real life.
User-generated content matters—whether it’s videos, social media posts, photos or reviews—so why not take advantage of it and use it in your email marketing?
User generated content builds trust. After all, do you really trust the business selling a product or service to shoot you straight? Of course they’re going to say the product they sell is the best. But, if someone else takes the time to write a positive review or post a photo relating to their positive experience with your product? That’s much more likely to mean something to your subscribers.
If you’re on social media, ask followers to post about their experience with your product. You may want to create a hashtag specific to this challenge. As people respond, you can select quality photos or reviews to include in your next email campaign.
With 2021 just a few weeks away, now is the time to think about how to improve your email marketing game in the New Year. Using the ideas above can help you do just that. Here’s to building your brand and increasing customer engagement through thoughtful and interactive email campaigns.
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Thanks for reading,
Digital Canteen Team