2021 Email Marketing Trends

Even with rapid evolutions in social media and relative advertising trends, email marketing is still a very successful means of reaching your customer base, especially when you already have a relationship with a given customer.

One of the few silver linings of the COVID-19 pandemic was a realization that employees can be very productive from their home offices. Consumers who were forced to shop from home also discovered the ease of ecommerce, and both remote work and remote shopping are expected to continue trending upwards even after the last stay-at-home order has been lifted. This dependence on ecommerce and remote work also means more opportunities for email marketing.

Here is a look at 5 trends in email marketing that should prove successful long after the pandemic is over.

Personal Message

Though a few of these trends involve flashiness and being seen, sometimes the best way to stand out in email marketing is through simplicity. No one is expecting to see an email from a source they know sends them marketed content that is a plain, personal message to them. Text-only marketing is great for niche markets that may be interested in a new product or service, and the messages can still have the majority of the content automated, while still being perceived as a personal message thanks to the lack of flashiness.

Automation

There is always a line to toe between the customer appreciation of a personal letter and the time and money saved with automation, but certain areas are more sensible for the latter to shine. For starters, many consumers appreciate seeing emails beyond the initial “welcome to the team” automated message that they get sent after buying something. What they don’t need to know is that 3 or 4 subsequent messages can also be automated and sent at predetermined intervals. The customers feel more important, but you didn’t really have to do anything different except creating the content that will be in subsequent emails.

Add to the Confirmation

Confirmation emails have open rates of up to 8-times higher than traditional email marketing messages, and there’s no rule against adding some advertising to your confirmation emails. If you have an important message you’d like your customers to see, adding it to an automated confirmation email greatly increases the odds of it being read. Given, there’s no way to ensure the amount of people who will be requiring confirmation emails, so it’s often a good idea to use this as an added means of delivering an important message rather than the only means.

Remind Your Customers About Privacy

For every three or four marketing emails you send your customers, you should send one (or at least make an addition to another email) regarding your customers’ privacy relative to ecommerce with your company. Spikes in ecommerce were higher than normal during COVID, and the ecommerce trend is expected to continue. As an estimated $5.2 trillion is susceptible to cyberattacks at any given time, cybersecurity is as important as any product or service, and steady reminders to your customers regarding your privacy serve a threefold purpose.

First, it makes them feel good and secure. However, it also serves as a deterrent to potential hackers, and is also a great self-reminder to ensure your company is, indeed, up to speed with the most recent advancements in cyber security.

Money

Strategizing and planning can only take your email marketing efforts so far, and monetary investments are needed to reach bigger audiences. Though not the most prevalent marketing strategy, email marketing is very inexpensive and boasts the greatest return on investment of any digital marketing strategy, at about $42 of return for every $1 spent.

With more money and a commitment to these strategies, email marketing can and should be a focal point in your efforts beyond 2021, as the ecommerce and remote work booms caused by COVID are expected to continue. 

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