Trends to Develop and Optimize
Your Email Campaigns
We have compiled, from separate sources, Trends to Develop and Optimize Your Email Campaigns.
The number one thing that the pandemic has taught us is that plans can change. What you expect for today might not be applicable for tomorrow. Therefore, you need to keep a constant eye on the upcoming trends while staying a few steps ahead of your game.
Email Marketing Trends
A lot of businesses still find the concept of AI (Artificial Intelligence) a bit confusing. You will find many newbies and experienced marketers skeptical about the use of Artificial Intelligence as an effective email marketing strategy. Despite the use of advanced technology, marketers will find more data online than they could collect with edge-cutting software. AI is capable of collecting data with minimum effort applied. There is plenty of evidence that AI can outperform humans regarding effective outreach, list segmentation, content analysis, etc. Additionally, Artificial Intelligence can also perform tasks that include recognizing emotions, diagnosing illnesses, and solving problems.
With the latest technology, AI’s abilities are more likely to expand and reach broader horizons. Since we live in the technological era, AI will soon complete most human tasks faster, better, and with more precision. This means that it is the perfect time to get a good Artificial Intelligence grip and integrate it into your email marketing strategies to optimize your marketing campaigns effectively.
Email marketing serves many different objectives, such as raising brand awareness, re-engaging customers, etc. However, the end-goal of all email marketing campaigns is to generate more revenue and boost sales. Many experienced marketers have agreed on the conclusion that one of the best ways to get to your clients is by complete personalization. In case you are wondering, the trend of hyper-personalization goes hand-in-hand with the trend of Artificial Intelligence.
With the use of AI, it becomes easier to obtain data and get a better picture of your potential customers’ likes, dislikes, and priorities. AI ensures accurate personalization by getting more data about your clients. Also, regular clients are getting more aware of the volume of data collected about them. Naturally, as customers, they expect to be accommodated better as they agree to exchange their personal information for improved personalized-offers.
Unfortunately, there are still companies that fail to comprehend the importance of hyper-personalization in email marketing. Several mistakes have a detrimental impact on your email marketing campaigns. Upon receiving non-personalized emails, customers’ typical behavior is that they automatically delete the emails, unsubscribe, categorize the email as spam, and become less willing to buy products from the company.
The essential benefits of hyper-personalized email campaigns include better ROI and brand exposure. For instance, personalized birthday emails are capable of generating 340% more revenue than a regular email. That’s why the business world is getting more focused on tailoring email content that recommends products and services by audience segment. Individuality and hyper-personalization have a long way to go for effective email marketing campaigns.
Never underestimate the power of drip campaigns, especially within the domains of email marketing. Let us break down the power of drip campaigns for you. The typical email marketing campaigns comprise separate emails controlled by the marketers regarding when and why emails are sent to the list of subscribers. 2021 is the year of change as automation will be more often used than manual campaigns.
Drip campaigns, also known as email marketing campaigns, refer to an email marketing strategy that integrates trigger-based sequenced emails instead of one-time manual shots. The greatest benefit of launching drip campaigns is that these generate a consistent and cohesive flow of effective communication between the business and its clientele. Furthermore, it also provides the clientele with control over their email inbox as they can unsubscribe from useless and uncalled-for emails. It doesn’t matter how amazing and informative the email content is when it tends to appear out of the blue, making it look like spam.
For the above-given reasons, drip emails outperform regular emails. Also, emails generated as an essential part of a drip email marketing campaign create friendlier communication between the company and clients. The necessary product/service information is generated in the form of drips, making the clients obtain the same information they originally expected to see.
Another amazing trend that emerged earlier in 2020 is integrating user-generated content within email marketing campaigns. UGC (User-Generated Content) includes different types of content (images, audio, infographics, and text) created by the end-users of services and products. There is plenty of evidence that suggests that UGC boosts the conversion rate. According to different marketing surveys, more than 8-% of consumers swear by the value of user-generated reviews.
About 70% of all online buyers of products and services make their buying decisions based on the ratings, reviews, and comments left by other consumers of the respective products and services. The one thing that email marketers should include in their email campaigns is the trust and value displayed by their clientele for their products and services. The utilization of user-generated content is also an effective way to boost new potential clients’ trust level as the marketers promote their products and services. Did we mention that user-generated content can act as content on its own? As an email marketer, you can always rely on user-content, especially when you are struggling with meeting the quotas of your email content.
5. Creating Privacy-Friendly Emails
Customers are more aware than ever before about their privacy and have become more conscious of how their data is being used. You have to go beyond maintaining PCI and being GDPR compliant to win their trust and loyalty. Make privacy the center of all your email campaigns to ensure you’re meeting their expectations.
This means constantly reviewing legislation surrounding data privacy and remaining transparent with customers. Use your emails to inform customers of any upcoming changes to data privacy and highlight how you are protecting their information. This will also help showcase your company’s ethics in a good light.
Be careful not to fall into the trap that Amazon set up for itself with its recent ‘dark pattern’ scandal. The company recently faced legal challenges over incorporating a design that made canceling a subscription difficult for users. The findings revealed that canceling required flipping through too many pages and constantly being faced with warning signs.
Avoid this mishap by making canceling an easy process for customers – this is particularly important to subscribers of your mailing list. It will also allow for a refresh of your subscribers and ensure you’re only retaining ones that are the most engaged.
It might seem like a no-brainer, but it’s integral that you optimize email across all platforms. As mobile usage increases amongst customers, you need to make sure they’re getting the same level of experience that a desktop user might be getting.
It could be worth looking to outsource help from a tech company to ensure your emails provide a good mobile experience. You may find you need to audit large parts of your system to do this properly.
A form of personalization, customer appreciation is a trend that’s here to stay! Providing a sense of value to users, customer appreciation emails could include sending out:
- Personalized birthday messages with discounts
- Early access invites
- Thank you emails
Consider adapting these emails to the current climate, too, just as some companies are already doing. Perhaps you could send discounts out to frontline staff and healthcare workers – what’s key is that you show customers you are standing by their side.
New ways to measure success
Back in June, the whole email world went into panic mode when Apple announced its new privacy features for the Apple Mail app. Once again, there were talks about email being doomed, and email experts everywhere engaged in a lengthy discussion about the worth of open rates as a success metric for emails.
In 2022, the focus will be on more impactful metrics that allow marketers to truly identify what’s working and what isn’t working in their email strategy. But first, email marketers will need to clearly establish their email campaign goals. Is the goal of an email just to be opened? Or do we want customers to click through and take action? For the former, open rates could be enough, but the latter will require marketers to focus more on what happens next.
More dark mode in email design
The growth of dark mode over the last few years is not surprising. With people spending more time at home and on their computers, the benefits of dark mode have made it a highly demanded feature that’s now present on most apps and operating systems.
When it comes to email, our recent survey showed that 44% of marketers are already considering dark mode during production. This makes sense: many users already choose dark mode display on their devices at least part of the day. But even among those that don’t actively select it, mobile phones now offer well-being features that automatically invert colors on emails – potentially, an email designer’s nightmare.
In 2022, dark mode will be much more a requirement than a trend in itself, with email designers and email developers desperately looking for solutions for common dark mode challenges, including logo display and brand consistency.
Interactivity – the Holy Grail of email marketing. In a way, it feels like we have been anticipating the rise of interactivity for a while now. And yet, it doesn’t look like we’re there yet, does it?
To be fair, the use of AMP for Email and interactive elements on email campaigns has been slowly on the rise over the last few years. But progress has been slow, mostly due to the complexity of developing interactive elements and the lack of consistency across email clients.
We hope that these ideas have helped your marketing efforts
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