There has been a great upheaval in the world in 2020 because of the global pandemic. Nothing has remained untouched from its impact. Corporates have gone remote and physical (brick-and-mortar) businesses have gone online to continue their operations. Marketers have changed their approach and brought some new trends in line with the digital era.
There has been a drastic transformation in the way customers interact with emails. Accordingly, email marketers have adapted their strategies to keep up with the changing trends.
So, which are these trends that will gain pace in the year 2021?
Let’s take a look.
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- Email Automation
Smart and savvy marketers are investing their time and resources into email automation. It has paved new avenues for behavioral email marketing and helps to send relevant communications based on the actions of the subscribers. Artificial Intelligence has backed this trend and facilitated the creation of even more impactful emails that bring conversions. Humanistic automation will be the future of email marketing.
- Agile Email Marketing
2021 will change the way email marketing teams work. Email teams should be open to evolving and pivoting their skills. They must take a test-and-learn approach so that they can easily change as per the subscribers and their preferences.
- Incorporation of SMS into email automation
Besides email, marketers will have to focus on other channels too including text messages. SMS has emerged to be one of the most significant opt-in channels and integrating SMS with email automation will make the communications even more relevant and engaging for the readers.
- Accessibility in Emails
Just like segmentation and email personalization, creating accessible emails is a trend that will soon be an email marketing best practice. Whether it is the copy, design, or coding, emails will be accessible for all subscribers, irrespective of any disability. People using screen readers and other adaptive technologies will be able to understand the purpose of these emails without any difficulty.
- Dark Mode
There is a little overlap between some of the email design trends and marketing trends. Dark Mode is one of them. As more and more people are adopting Dark Mode on their devices for social media as well as emails, it will be imperative to create emails compatible with Dark Mode settings. Besides email developers, email marketers must also take this aspect seriously. Every email you send must render well even in Dark Mode.
- Empathetic and Educational Approach
Your subscribers are looking for an empathetic tone in your email message apart from relevance. The email should aim at educating the subscriber and highlighting the mission you are trying to stand for. Try to generate positive vibes through your email copy and visuals if you want to get better subscriber engagement.
- Stricter Consent Policies
CAN-SPAM, GDPR, and CCPA have already marked the beginning of more powerful privacy policies. Marketers must be prepared for more such technical traps and design emails in such a way that there are no deliverability issues. Also, they must focus on a double opt-in strategy to ensure a healthy email list.
- Emotionally Intelligent Emails
Your emails must exude a sense of sensitivity and consideration for the readers. If needed, email marketers must be open to pausing their automation workflows or any previously scheduled email communications. This also applies to text messages, push notifications, and chatbot messaging. Do not ‘set and forget any of the automation workflows you have. Keep optimizing it according to the changing time and customer behavior.
Last but not the least, email marketers must stay abreast with the technological advancements and think out-of-the-box to stand out in the crowded inbox. Email marketers must constantly keep trying something new so that they can break the noise and emerge as the winner in the heap of unread emails.
If you are an email marketer, If you are an email marketer, you must also keep in mind your industry best practices and type of business. Email marketing will be different for travel, eCommerce, and B2B companies.
For more insights into email marketing trends 2021, head to this infographic and get enlightened by 29 stalwarts of email industry.
Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free responsive HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.