BlogDigital Marketing / Inbound Marketing

Email Marketing Trends This Year

By Pawan Kumar
March 21, 2018

Because of technological advancements and the influence of Covid-19, the future of email marketing has brought both opportunities and challenges. It's impossible to discuss upcoming developments without considering the impact of Covid-19. Throughout the global pandemic, brands have changed how they interact and communicate with their customers on the internet. As a result, email marketing saw a surge in popularity, and new email trends emerged. You must stay on top of current trends to keep up with the competition and execute your email marketing strategy. Email marketing has been the age-old strategy of marketers to reach their target audience on a one-to-one basis. As part of their digital marketing efforts, marketers use multiple strategies like SEO, social media, inbound marketing, and content marketing. While emails have been the go-to strategy for every marketer to reach customers more personally, the way they’re created and designed is experiencing a change. We all know that technology is advancing at a breakneck pace, and the digital space is evolving with it, so the way marketers send emails to consumers is also changing. These days, emails are getting more personalised to meet the consumers’ needs and preferences, and marketers are creating more interactive and visually attractive emails.

What are some of the latest trends in email marketing?

To remain on top of your email marketing game and see a boost in engagement and conversions, consider these email marketing trends:

Include user-generated content
Make use of artificial intelligence to improve results.
Optimisation for all platforms
Hyper-personalization for email campaigns
Making sure of privacy

Everything in the digital landscape is changing, and marketers are using it to attract more customers and stay ahead of the competition. Email marketing will continue to evolve in the coming years, and the following trends will dominate.

1. Mobile Responsive Design

The fact that consumers have been shifting from desktops to mobile phones for the smallest of their browsing needs. Consumers today are using mobile phones to check and work on their emails, which calls for marketers’ attention to create mobile-responsive emails and provide the users with a smooth and uninterrupted experience. Therefore, marketers should create mobile-friendly emails and ensure that the load time is zero and the users undergo an enhanced experience.

2. Segmentation and Personalization

Consumers are the foundation of B2C businesses. In today's technologically advanced world, where consumers are of importance, it is essential for businesses to develop marketing suited to their target audience's specifications. Marketers must segment their customer data based on various criteria's -

Demographics, age, interests, needs, and more
Paying close attention to the clients' buying patterns
Functioning of market
Working on designing personalised emails

3. Omnichannel Marketing

Omnichannel marketing allows brands to amalgamate all consumer experiences into one. From physical stores to brand websites, in-app experiences to social media interactions, email is the key ingredient, if companies wish to combine all these experiences to enhance and personalise the buying journey of the customer.

4. Interactive Emails

Many marketers believe that email marketing is impacting marketing in a big way. Therefore, it is of the essence for marketers to divert their energies into creating emails that are interactive and engage the viewer. It will help in increasing the engagement rate while also reducing the bounce rate. For instance, emails that can help viewers purchase within the email itself are sure to attract users.

5. Attractive Visuals

Emails are no more just plain text messages sent to consumers. Marketers are working more than ever before to create emails that are visually appealing and contain content that catches the eye of the viewer. Emails, nowadays, contain images, infographics, GIFs, videos, video shots, etc., thus, are more vibrant and attractive.

6. Artificial Intelligence

In 2022, big brands will invest heavily in using Artificial Intelligence for their email marketing practices. AI will be used for all processes like data segmentation, data analysis, integrate product recommendations, and many others. AI can also be used to send personalised emails to their target audience. There are now technologies that can automatically produce or rewrite marketing content automatically, guided by performance data. Marketers will start using AI tools to write email content, subject lines, and calls-to-action on a more regular basis, and might discover that these technologies can now improve performance in many circumstances.

7. Gamification

Gamification of emails includes including puzzles, games, and riddles in emails to make them more interactive and keep the viewer engaged for long. Therefore, marketers should consider including recreations like think quick puzzles, rapid fires, spinning a wheel for winning prizes, answer to win, and the like. With emerging technologies having a greater impact on the digital realm than ever before, marketers must prepare to update their email marketing services and strategies. Emails that are interactive, visually appealing, and keep the user engaged for a long time will be critical in converting prospects to customers and customers to brand promoters, and without these two, marketers would struggle to compete.